Danielle O’Malley, Managing Editor
@domalley_
The infamous reality show “Dance Moms” introduced one of the biggest child stars of our era. Known for her bubbly personality and iconic bows, Jojo Siwa took the world by storm with her child friendly content across multiple social media platforms. However, that has all seemed to disappear in her new so-called “re-branding” that she’s trying to get started on.
With her new song “Karma,” Jojo uses swear words (shocking) and has some interesting choices for dance moves (if we can even call them that) in an attempt to transform modern music. I think… At least that’s what she’s saying in her numerous interviews where she claims she is the only artist in the modern day who can do this kind of thing. Has she forgotten about Britney Spears? I think so.
In many of the interviews Jojo is clad in emo black bedazzled outfits with wild hairdos. The bedazzling and the hairdos? Normal. The emo transition? Not so much. Her audience, young and old, have grown accustomed to her vibrant colors and signature bow. The sudden change is not only surprising considering who she used to be but to be blunt, it’s just weird. Personally, I think that she became irrelevant and is trying to regain it by starting a Jojo emo renaissance. To put it in simple terms, she’s clout chasing by making a full 180 with her personality.
The question is, is it working? As much as I hate to say it, it is. Jojo is a genius when it comes to marketing. By changing her image, even though people are making fun of her (technically), she is bringing in masses of viewers who are interested in her change. When the music video to “Karma” came out, it was the number one trending video on YouTube and it has amassed 14 million views after only four days.
Clearly I’m not a fan of her. I think I’ve made that pretty clear. However, I have to respect the grind. This switch has given her the opportunity to gain back her clout and keep eyes on her as she navigates this new era in her life. Or rather… the Jojo emo renaissance.
