JoJo Siwa’s rebranding is gaining momentum as another artist’s ‘Karma’ charts continue to rise

Singer JoJo Siwa’s debut of her new adult era, so to speak, doesn’t seem to be going too well, as her new single fails to even be the top version of the song. But is it necessary?

In less than two weeks, the TikToker’s music video for “Karma” has amassed more than 23 million views on YouTube. And that’s an interesting job, to be sure. But Siwa’s latest foray into pop music has been met with incredible controversy and understandable backlash.

After it was discovered that his biggest hit had been recorded (and scrapped) by a different artist more than a decade earlier, public attention shifted to that version.

Brit Smith’s “Karma’s a Bitch” finally got an official release as a result, and has overtaken Siwa’s “Karma” on the iTunes charts in the past few days. In fact, so far, it has peaked at #5 in the US (and is currently in the top 10 in four other countries, including a #1 hit in Norway).

According to Forbes, “Karma” charted at #89 on the US iTunes pop charts on Monday. It currently does not appear in the top 200.

There’s a real appreciation for Smith’s previous record – not to mention, the narrative of the singer finally coming to terms with his years after leaving the industry is a good one. But given the critical responses Siwa has received each time, it’s easy to imagine at least some of this is an attempt (by the public, not Smith) to knock him down a peg or two.

Criticism against child stars trying to find their way as adults is nothing new. I am not myself initially they expressed hope that he could compare with Miley Cyrus when he rebranded and Bangers after Hannah Montana ended. That hope was quickly dampened by people who had strong opinions about why Cyrus’ new name finally worked for her, many of which revolved around the idea that it seemed genuine.

The suggestions that Siwa likes to learn about the industry he is trying to enter and the followers that have enabled him to become a rabble-rousing, high-profile figure in any corner of entertainment continue to burn. But ultimately, it seems likely that Siwa will continue to do whatever he wants to do.

“I’m giving the world art. And they may not like it, they may hate it, but they enjoy it and it’s been a guilty pleasure for everyone,” he said during a recent appearance. Call His Father. “It does what I wanted it to do. I wanted people’s heads to turn, I wanted people to go ‘What?’ I wanted people to go, ‘What’s he saying?’

And with 23 million views on YouTube and counting, there’s clearly an audience for anything he puts out. Will we look back on this moment in her career ten years from now the same way we look back on Miley, realizing that everyone was so wild about the big, unexpected change? Or even a Black Rebecca style reflection, where people remember that everyone was stalking a young person and just trying to have fun?

Maybe. Maybe not. But we’ll have to watch all of this play out in real time on social media for years to come, so we might as well ride it out.

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