JoJo Siwa, once known for her sparkly rainbow merch and flamboyant, juvenile outfits, is attempting to turn over a new leaf. It is certainly garnering a lot of attention, just not necessarily positive attention. Many have deemed it cringe and have not embraced it.
However, Siwa is not the first artist to completely change her image — despite what she says in her interview with Billboard. Rebranding is a relatively common phenomenon in the music industry, used when an artist wants to reinvent their style or sound.
Miley Cyrus rebranded similarly to Siwa. The two moved from child stardom to a much more adult-centric image. However, rather than attempting a more goth-inspired look, Cyrus switched to a super raunchy style. Additionally, Cyrus’ shift was rife with publicity stunts in addition to scandalous music videos and an occasional paparazzi picture, such as her notorious 2013 MTV Video Music Awards performance.
Cyrus then completely changed her image for her 2017 album “Younger Now.” Rather than her previous “sex, drugs and rock ‘n’ roll” style, she shifted to a softer and more mature image. Her sound later shifted to a more rock-oriented, yet still mature, musical style and look on 2020’s “Plastic Hearts.”
However, a rebrand does not necessarily mean a simple change from a child star to an adult musician. Others have rebranded to switch genres and change their images in adulthood, such as Beyoncé.
For the first two decades of her career, Beyoncé mostly released R&B, soul and pop songs. However, she recently took inspiration from her Texas roots and released a country album, titled ”COWBOY CARTER,” in 2024.
The rebrand signals a switch in the music industry in which country music has become incredibly mainstream, mixing into the pop charts. Additionally, when an international superstar switches genres, it can signal to other artists that it might be a good idea to dabble in different musical styles.
Beyoncé was not the first to do something like this either. Gwen Stefani started out in the ska-punk band No Doubt in 1987. However, she eventually went solo in 2004. Her debut album “Love Angel Music Baby” was wildly different from No Doubt’s rock roots. It was much more pop and hip-hop-inspired, allowing Stefani to differentiate herself from her role as the band’s frontwoman.
Rebranding can also mean something other than switching genres or differentiating oneself from another project. It can also signal a new era for an artist that will allow them to make shifts in their sound and reach new audiences.
An artist who is notorious for this is Taylor Swift. Whether you love her or hate her, it is undeniable how her endless rebrands have helped make her a global superstar. In the past 10 years, each album has become indicative of a new era for her, oftentimes with a distinct sound appealing to different listeners.
For example, her 2020 sister albums “folklore” and “evermore” have a more folk-inspired sound. Contrarily, 2022’s “Midnights” was defined by glittery synths and late-night imagery. Swift brought in new audiences with 2017’s “reputation,” which took on a much darker sound than the pop star had done previously.
However, rebranding for a new sound and a new audience is not new either. Another artist who was well known for his eras — though they were not necessarily called that — was David Bowie. Throughout the 1970s and 1980s, Bowie changed his image and musical style depending on the album, taking inspiration from rock, pop, soul and glam rock to create musical characters such as Ziggy Stardust, Aladdin Sane and the Thin White Duke.
Rebrands are a consistent phenomenon in music. Artists will always be rebranding and changing their image and style in order to stay relevant, gain new audiences and experiment musically.
