Jojo Siwa's Messy Rebrand 

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Yesterday I invented gay hiking and gay kitchen cleaning. Now I'm hungry so I'm about to invent gay macaroni and cheese.

I'm obsessed with her bad rebrand. It's a horse girl's Hot Topic phase. It's a homeschooler's idea of rebellion. She's like Disney's 52nd "first gay character." She's such a summer camp counselor. She looks like a Halloween decoration.

tbh all of her rebranded outfits give off "awkward nerdy character spends a whole episode trying to fit in in different school cliques and in the end finds out it's okay to be yourself" energy. like from the messy, half-hearted kiss makeup to that hat she wore at that one interview. it's hysterical

Shes basically still that little girl on dance moms getting screamed at.. it's just by an entire industry that wants to milk her for profit. Sometimes I'm happy to have a boring life

Lyric: "I should have never *messed* around!" JoJo Siwa: "I'm gonna change it from 'messed' to 'effed', which is short for 'fucked', a word adults say cause I'm an adult."

I feel like "Karma" would be better if Jojo got the tone right: it's a remorseful song about someone who regrets cheating, but Jojo sings it like a revenge song. It feels as disconnected as the rest of her rebrand.

The fact that she just realized when she was 17-18 that she is the one that pays the bills at home says a lot. She really needs a few years of growing up and realize how fucked up her life is

Jojo: "I invented gay pop." Whole Europe preparing for the Eurovision:🤨

Jojo really had a bizarre adventure huh

I absolutely cannot stand the way jojo says the most mundane, boring, simple thing, then she turns around and fake laughs like she just said the most controversial thing any human has ever said. I hate it.

“She’s been nothing but kind to me,” girl, that’s not the point of the allegations. By saying ‘she was always nice to me’ and ‘I knew her since I was twelve’ it only made it worse 😭

It feels really weird for her to say that she admits she’s not a good singer but still considers herself an artist when she hasn’t written a song herself. So what is making her an artist if it’s not the singing or songwriting? (Or really the choreography tbh)

it's giving "I was a girl in a village doing alright then I became a princess over night"

This is middle schooler's idea of what a cool, edgy, tough, rocker is.

"That is the most aggressive hump ive ever seen, please stop doing that" got me dying

As a fellow 20 year old, I’m honestly glad I have a pathetically small social circle and especially glad I wasn’t nearly entirely raised in front of a damn camera like Jojo was and never even got the chance to grow and mature like a normal person. I get to go through this complete identity crisis in peace and quiet free from (much) external pressure lol.

Troye Sivan was literally a child influencer that became an adult artist making gay pop specifically - exactly the transition she said no one had done before in this generation 😭

“Jojo is the most commercial kid here!” is such a dystopian thing to hear a parents say smh

i feel like i'd probably be more supportive of her rebrand if it wasn't so clearly, painfully obviously manufactured

You’re SO spot on about people lacking critical language skills. These aren’t just misunderstandings, they’re twisting words. They don’t listen to understand, they listen to respond. Thanks for sticking to the facts, G!

ugh i have so many thoughts on this but her saying she wants to invent gay pop (or be the CMO of it) also ignores or undermines the countless queer artists that not only came before her, but paved the path for her

I've watched so many videos of this that 'jojo, have you learned nothing!?' has become part of my vocabulary.

Her mom is definitely behind all of this. She didn't want a daughter, she wanted a flesh and blood Barbie doll. This is really sad.

I’m genuinely convinced this entire rebrand is PR to cover up the scandal where she was abusing her backup dancers.

What's crazy is the "KISS" look isn't even that awful💀 the execution and lack of heart is what makes it so uncanny on Jojo

my toxic trait is watching 10 different commentary channels cover this topic then still acting shocked whenever i hear someone talk about it. Its like a car crash happening in slow motion I literally cant look away

16:09 😭 she didn’t know how to say it in a polite way😭😭

I invented Gay pop … 👀 … uh Freddie Mercury, George Michael, Brandi Carile, Hayley Kiyoko, Fletcher, Elton John … need I continue. Honestly, this is why I respect Zendaya so much. She matured in the industry with class

I'm not gonna justify any of her behavior. Just keep in mind this girl has had no adults protecting her. Her own mom would bleach her hair as young as like 3. Like a toddler. She was exposed to allot of dangerous groomers. She never had a normal childhood or was able to find out who she was on her own. As someone who also wasn't able to have a childhood experience for different reasons it makes me sad. She's in denial still. Because she's only like 20. When her brain fully develops I hope she starts seeing reality for what it was and starts working on herself and working through the trauma and stuff.

The rebrand is definitely made to try to distract from the drama going on with her and her mom mistreating children.

Wait... *wait.* _You can blow out a vocal cord??_ Holy shit, that must've been what I did when I was about 6-7. I was known as the "sonic devastator" by my family and, one day my scream just... Died out right in the middle. I have never been able to hit any high notes since then. That _has_ to have been what I did. It makes sense, really.

Its her hyping her own self up that makes it so cringe

i think my biggest issue about this rebrand is that it’s so CLEARLY a rebrand. miley rebranded herself, but it was with reason and purpose, she was ACTUALLY being a “bad girl” going to parties and sneaking around getting drunk. and i’m not saying jojo HAS to do those things to make this rebrand work per se, but it creates a disconnect between her and the brand and the lyrics. i think it would’ve been more successful if she swung in the complete opposite direction and did more of a “stripped” calm like “look at the real me” kind of thing to show that she’s a real person and not just evolving into yet another brand. like you can’t just CALL yourself a “bad girl” and then you are one. you actually have to do the work to take on that kind of persona. anyways, great video! always love your essays ❤

That one interviewer has some serious self control by not just straight (gay) up laughing at her for saying no one has made such a drastic change.

Anybody remember when Miley Cyrus did this exact cringey thing to tell everyone she wasn't Hannah Montana anymore?

-“invents” gay pop -says no one can name gay pop artists -everyone proceeds to name the biggest gay pop artists of their time

"THERES NO SUCH THING AS STEALING" HAS ME SO DEAD . she says it so confidently....

The fact that she changed it from “messed around” to “effed around” is so embarrassing 😂

This is the first video I've found of yours and I love the comedic style. The xx omg hit me hard and the end song is fantastic, kudos

She had to say “I’m going from child star to ‘adult artist’” because adult star definitely means something else

It's almost like having your childhood development stolen and exploited messes you up and ends in a confused identity.

She DID say in a number of videos that she wrote these songs and that's what's infuriating. She'll just change her tune depending on whoever she's talking to, the time of the interview, the way the interviewer phrases the questions they ask her, etc.

Jojo needs to realize the power of “don’t tell me, show me”.

her team did her so dirty, literally anyone could’ve stepped in and been like “hey what if we tried this instead” or gotten her a vocal coach or a therapist! all three would’ve been good (especially the therapist because i cannot imagine what growing up in the public eye does to someone’s mental health and perception of the world)

Jojo, now, really just is the embodiment of what companies think a rebellious teenager does

no one had such a drastic change. melanie martinez turning herself into a pink alien with four eyes. 🧍‍♀️

Love the takes from you on music related subjects. Great video!

All I could think of during this whole video was Jennette McCurdy and her memoire, "I'm Glad My Mom Died." I don't like the direction this story is headed.

She just needs to stop talking about how the lyrics are super personal or a specific reference to her ex. Its giving an impression that she did write it whike she bought the rights to it.

"Guys, I'm gonna say it.... f.... frick!"

This is giving childhood exploitation trauma and now she's in her goth/rebellious phase

I think everyone talking about this "rebrand" are not acknowledging that Jojo still has the mentality of a 13 year old. She has not been allowed to truly grow up and this is what young teens do when they rebel. She just wants to grow up but is absolutely not in an environment that supports that in a healthy way. The girl needs a metric ton of therapy.

I do think there's something very endearing about how out of touch she is, like her failed attempts to be mature and edgy just emphasize how bubbly and naive she is.

Ok... idk how i havent seen your channel/videos before but have been binging. The edits are dope and the content is great I'm upset I didn't find it earlier.

She's got the whole "I have no friends and I'm weird because I was homeschooled" vibe going hard.

23:58 "You know that Jojo is the most marketable kid here." Is such a WILD thing to say about a CHILD

Y’all gotta realize that JoJo already had an “adulthood” arc on dancing with the stars and the rebrand is to cover up the fact that she and her mom are abusive to their child pop group

Her rebrand feels like a corporate executive gave her a check list, it’s like someone tried to copy and paste the Miley Sirus formula but forgot to take away the link from the original source 😭

Great video, love the Mustang hanging out in the background too

It’s like a Mormon girl finally left her hometown.

This new "any time an artist records a song they didn't write, they stole it" idea has really been getting on my nerves. Thanks for tackling that

When people are saying that she said she wrote the song they’re talking about when she said she was making the song about her ex

I literally cannot stop watching this! Gabi you have outdone yourself!!!!! LOVEEEEE this video!!

The funny things about Jojo idolizing Miley's "Can't Be Tamed" growing up phase video are threefold. One, Miley did some sexy shoulder-and-hip writhing with backup dancers but it was tame by today's standards. She eased into the sexier stuff with multiple videos, not one. Two, Miley's look wasn't a grimdark parody of her 'old self' so it didn't feel like she was trying too hard to seem more grown up. Three... it was a good song.

“No one has made this dramatic of a change” so Bowie going from 90’s RnB to Industrial to Drum and Bass back to back just never happened then

' I love spreading misinformation...' 'Here is the sponsor'

GABI you snuck in just the intro Animal Crossing theme 6:22 and a NOSTALGIA BOMB got set off in the bottom of my brain lmao. I knew the tune but didnt know where it was from but i figured it out 😭😭😭 such a deep cut 😵‍💫

Gabbie Hanna made a really good point that the song is way too upbeat and poppy instead of being a remorseful, sad song for cheating on someone. Describing her as Joho with the saturation turned down is so true

I'm so glad you mentioned Hayley Kiyoko she isn't mentioned enough and she had the biggest impact and change. When she came out everyone hated her but she survived and honestly I think she is way more legendary than Miley Cyrus or anyone for that matter. From Disney star to lesbian artist was a huge controversy then. She deserves way more recognition I remember she was the IT girl of lesbians when I came out. She paved the way for gay people especially gay women. I think she was either the first or one of the first lesbians to go mainstream.

When she said: the first in my generation. I actually had to think of that one woman who turned from cosplaying Vanellope to making alternative music.

Loved the rendition you did!

Someone is definitely still a child when they think being an ‘adult’ artist is swearing and acting overtly sexual or shocking. Aside from that, constantly reminding people how much of an adult you are also screams that you’re immature. No fault there - we’ve all been there, but I wish younger adults would realize that acting this way makes you look like a tool. At the same time, sounds like this girl was failed from the beginning. I had no idea she was on Toddlers in Tiaras. I have never understood the appeal of shows like that. Shit is weird.

It’s so funny that she’s trying to be more adult when her costume and makeup looks like what a 4 year old’s idea of a super villain would be

jojo: yeah i ruptured my right vocal cord, don’t know when or how also jojo: YOURE 🫵STILL😤 A 🫢TRAIIIITOOOOOORRRR🫨😫🥵😮‍💨

the only thing worse than being talked about is not being talked about

i wish more people were talking about the poor treatment of her dancers rather than her rebrand

I'm not surprised she blew out her vocal chords. I think a lot of the overworked child stars are gonna have permanent damage to their voices

Love your style of humor! New sub😊

I’m new to RU-vid so I don’t really know what people comment here but I just wanted to say I really enjoyed your content! ❤

I have a strange addiction to watching video essays about people who are apparently celebrities that I've never heard of in my life.

The debbie ryan "making history and thats what this is" clip is so fowl coz Debbie Ryan did make history. She was one if not the youngest female director on disney sitcoms. She directed a lot of Jessie at like 23 at most. Debbie Ryan is actually a really impressive woman! Jojo though...mmm

I would literally listen to your outro before miss Siwa. I agree though it will be very interesting to see the stories that come from Jojo eventually.

Every single times situations happen like these, I really can't help but feel horrible for everyone.

You mention it, but.. LET'S NOT FORGET: Jojo Siwa, and her mother, created an abusive set on Dance Pop Revolution. Leigha Sanderson was bleeding from her belly button, and had to get spinal surgery. She was told to keep dancing, "Put a pad on it". This information released recently, and suddenly, coincidentally, Jojo Siwa has her entire cringy, deliberately obtuse, rage bait rebranding. All news has been focused on the rebrand and straying away from the more important issues. Jojo Siwa has also been recently communicating with and supporting controversial and/or criminal personalities such as: Shane Dawson, James Charles, and Colleen Ballinger, to name a few. This rebrand is not important. Also, the idea that Jojo claimed she wrote Karma comes from these couple topics: "Choose Your Fighter" ad-libs, like you mentioned, and I also believe it's obviously not her voice singing it, it's Emeline's I can also distinctly remember a clip of her saying, "When I wrote Karma.." in a quick interview. Lot of people heard this, but can't find the clip anymore, so idk. Some Mandela Effect going on there.

my favorite part of watching clips from interviews is watching the interviewers try not to laugh at what shes saying

We need to get your chanel to 1 Milion 🔥🔥🔥🔥 You deserve that

I heard the Dave the diver music at the start and almost snapped my neck 🤣great video

omg i think my vocal coach would've slapped me for producing the sound Jojo makes when she 'sings' for more than .02 seconds. it's like she's trying to give herself nodes by producing the most injurious sound possible. she might as well be shredding her larynx with a cheese grater

Ngl, this is pretty much what I imagined a kid that was forced into that messed up Dance Mom show would be like when they got older😬

She's definitely out of touch, especially when it comes to the history of the pop genre. Not to mention rebranding, being edgy, etc. None of this is new. But she's so arrogant and confident that she is doing something new, something that needs to be done, and something that will get her not only talked about but remembered forever. But really, she just needs therapy to deal with all the shit she was put through as a kid. Go away, get help, come back healthy and reboot your career.

I love ur shirt and also sgt. pepper's in the back 🙏

This whole rebrand would have worked with three things. 1. Let Jojo get in a couple scandals like being seen ripping a bong 2. Halve the interviews 3. Don't dress her like a WWE superstar

After hearing both Brit Smith’s and JoJo’s version of the song, you can tell that JoJo’s version is heavily saturated with pitch correction.

this video was so good and informative thank you

I am old and I was turned off by the thumbnail but I am glad I watched this. Very good!

She keeps mentioning gay pop but ignoring freddie mercury The actual queen of gay pop

I think what it ultimately comes down to with Jojo "stealing" is she's just not as good of a public speaker as she should be, and would like to think she is. There's several lines where she kind of insinuates she wrote it, or had a past girlfriend in mind, which isn't helped that it's doubled-down on until she realizes she has to clarify herself. Lol. Because as much as the internet will take things and run with them, there's a reason why the confusion is there in the first place, and Jojo isn't helping.

That music clip at the end was fire for something that wasn’t really ment to be serious😂🫡

"Going from child star to adult artist" Probably could've worded that a bit better