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How JoJo Siwa’s “rebrand” got so messy

Is the massive backlash against the former child star justified?

The recent string of controversies around Dance Moms- kid-turned-pop-star JoJo Siwa, however, reminds us that rebranding from a child star to a mature one isn’t easy — especially if your “brand” was perhaps never fully understood to begin with. JoJo Siwa has long been a fixture of competitive reality TV thanks to her striking personality, nimble dancing, and perhaps most famously, her collection of big bright hair bows, made by her mom. But in fact, there’s really not much difference between one of Siwa’s early dance routines and her current much-touted “rebrand.” It’s not a stretch, for example, to see the girl who performed a tongue-wagging “ Electricity ” trotting out a KISS homage for an awards show.

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