Brutal Business Lessons From Child Star JoJo Siwa | Celebrity Endorsements & Creating a Personal Brand

In this episode of 'The Room Where It Happened', JoJo Siwa, known for her role on 'Dance Moms' and her immensely popular merchandise line, reflects on her rapid rise to fame since the age of nine. She shares her experiences negotiating business deals in her early years and the pivotal moments that shaped her career. JoJo discusses the importance of being present in meetings and the value of authenticity in branding, particularly regarding her signature bows, which have sold over 100 million.

JoJo’s mother played a significant role in her career decisions from the start, ensuring JoJo was included in relevant meetings about her brand. This involvement taught JoJo essential business skills and the importance of understanding perception in the industry. She emphasizes the need to match the seriousness of business environments, even when you're a child.

As she transitioned to adulthood, JoJo had to navigate the complexities of redefining her image and career. She describes the internal conflicts she faced when wanting to shift away from her child persona, especially in light of the pressures and expectations from fans and the industry. The episode reveals how she reconciled her evolving identity, including changing her signature look and releasing more mature content. JoJo addresses the backlash to her rebranding and stresses that engagement—whether positive or negative—indicates success in getting people to talk.

Throughout the conversation, JoJo illustrates the harsh realities of being a child star, including sacrificing a normal childhood for fame. However, she finds solace and pride in what she has accomplished, stating that she now appreciates her past while looking forward to a future where she hopes to have a family. She concludes by advising young creators to embrace the current digital landscape and be authentic.