Jojo Siwa, previously known as Jojo with a Bow Bow, has rebranded herself into something completely opposite of her former rainbow, glitter and bow aesthetic.
Siwa released her new song “Karma,” debuting her new dark and edgy look. This rebrand caused a lot of discussion throughout the media, and long-time fans of hers seem to be less than thrilled about her new reputation.
Sophomore Hannah Delamonico is a dancer herself and grew up watching “Dance Moms,” in which Siwa starred.
“I think that it’s a little inappropriate considering a lot of her followers were younger from Jojo with the Bow Bow,” said Delamonico. “She is getting fame from joking around and making inappropriate music videos and I think it’s disrespectful for the people in the industry who aren’t getting as much money.”
Dr. Lori Bindig-Yousman is a professor in the School of Communication, Media and the Arts (SCMA). She has also written a chapter in “Start of Something New?” Exploring Gender in Disney+’s High School Musical: The Musical: The Series,” in which Siwa starred in playing a queer character.
“I think it is really interesting how she is rebranding in her adult era and how the media is picking it up and making a very big deal of it,” said Bindig-Yousman. “She wants the publicity and by saying that it’s edgy and might not be acceptable for all audiences, that draws people in even more.”
In addition to releasing the song “Karma,” Siwa also came out with a music video that takes place on an island with her wearing edgy and rock n’ roll inspired outfits. The music video includes sexual themes and strong language.
Source: Instagram, @enews
Sophomore Sydney Bosma felt the music video was inappropriate after watching.
“I think she is doing it for publicity, and she doesn’t really care what people view her as,” said Bosma. “That’s why her music video is so inappropriate because I feel like she doesn’t know what to do with herself and she thinks that it is normal, but it’s not.”
According to Billboard Magazine, one of Siwa’s inspirations for her child-star transition is Miley Cyrus.
“If we look historically, and we think about Miley Cyrus, Hannah Montana was very wholesome and she really transitioned her look and style,” said Bindig-Yousman. “I think Jojo Siwa is following that path that’s been laid out for her, so I think that part of it is about her authentic growth and part of it is media strategy.”
According to Business Insider, it has been proven that it is challenging for child-stars to transition in a mainstream environment.
Bindig-Yousman compared Siwa’s transition to Miley Cyrus’.
“If you compare her to somebody like Miley Cyrus, she is much lower tier, so to try and break through and gain attention, she has to do something for the media,” said Bindig-Yousman. “I think her sexuality may have brought her to the forefront a little bit more because she was speaking out about being part of the LGBTQ+ community that people might not expect from someone her age, and that may have brought her some more attention.”
Delamonico feels that for children, like Siwa, growing up in the spotlight affects their mental health.
“In terms of all the Dance Moms girls, they become accustomed to the spotlight and when they’re not in it as much, it affects them mentally and they don’t know what to do with themselves,” said Delamonico. “Jojo had to find a different way to be in the spotlight and it just causes a lot of competition between herself.”
“People are saying that it is inappropriate, and obviously it is a different look and I understand that initially she was very child-friendly essentially with the big bows and rainbows and the sparkles, but everyone grows up and everyone evolves,” said Bindig-Yousman. “It makes perfect sense that she, as an artist and a human being, would want to evolve.”
