Sparkles, bows and millions of dollars: YouTube and reality-TV star JoJo Siwa's glitter-covered empire is upending how teen superstars are born
.” What the “haterz,” as she would spell it, don’t know is that the JoJo Siwa we see is the JoJo Siwa she wants to be.
When JoJo was one-and-a-half, she began to show off her entertainer side, doing a movement Jessalyn called the “hottie dance” while her mom sprinkled glitter on her. She performed her first solo dance competition at two years old while still wearing a diaper. The song: “Mama, I’m a Big Girl Now” from“From then, I literally ran with it,” Jessalyn says, beaming. “We had a CD player in our kitchen, so I would always be making mac and cheese, and [say], ‘Oh, let’s do a dance.
JoJo returned to home-schooling, and soon after, the Siwas relaunched their original mission: stardom. Jessalyn saw an open call forDance Moms “The crew would gather in the control room to watch JoJo’s interviews live because they were so compelling” –The reality competition gave them a taste of fame, but the Siwa women wanted more. JoJo loved being on set every day, seeing how a television series was made. Jess and JoJo left Los Angeles afterDance Moms
“I’ve often thought about how the stars need to be aligned for all these pieces to come together,” Sterling says. Jessalyn and JoJo met Sterling in spring 2015. At the time, Sterling was selling jewelry created by her daughter. The product was strong, but “the social media wasn’t hitting,” she says. Sterling reached out to a few dancers, including JoJo, for help promoting the jewelry, and she soon listened to JoJo explain her vision of being “the [next] Hannah Montana.
“JoJo came at such a critical moment in time, knowing that kids were so influenced by their phones,” Splendoria continues. According to Splendoria, revenue from the JoJo partnership has exceeded all historical bestselling bands and artists for Claire’s. “I think it really did set the stage for retailers to get behind social media stars in a major way,” Splendoria adds.
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