What brands can learn from JLO’s cancelled concert
A brand that survives has visibility, connection, and growth.
I’ve been reflecting on Jennifer Lopez’s cancelled tour, what it had to do with “brand” and how businesses can learn from her mistakes.
Last year, J.Lo was set to go on her “THIS IS ME…” tour, her first in five years. Expectations were through the roof—sell-out shows, massive fan support, and a huge comeback. But what actually happened?
The tour struggled to sell tickets.
In an attempt to salvage it, the name was rebranded from “This Is Me…Now,” to “This Is Me…Live,” but even that wasn’t enough. Why? Because despite the glitz, glam, and hype, the tour failed to resonate.
Here’s the hard truth: No one cared.
The tour felt self-centered—designed for her, about her, and to most likely make money for her. But here’s what J.Lo missed: people care about brands for what they do for them. The audience hadn’t demanded the tour—J.Lo did.
After all, she hadn’t been active in the music space for over 10 years. And in that time, her fans had moved on. They found other artists who nurtured them, gave them what they needed, and kept them engaged. So, to suddenly announce a tour after all that time and expect everyone to come flooding back? It doesn’t work that way.
To stay relevant, you have to take your audience on a journey. You need to keep them engaged, grow with them, and evolve your brand.
And let’s be real: Passion alone doesn’t keep you relevant.
The world has changed, and so has JLo’s audience.
In contrast, look at Taylor Swift. Taylor has not only stayed relevant, she’s built a loyal community by evolving alongside her fans. She nurtures her audience at every turn, making sure they feel seen, heard, and connected. The result? A sold-out worldwide tour that proves her relevance and power.
As a brand strategist, the hard truth is this: Past success doesn’t guarantee future success.
If you’re not consistently nurturing and evolving your brand, your audience will find someone else who is.
The lesson from J.Lo’s tour failure is clear: No brand, no matter how big, can survive on yesterday’s fame alone.
People care about what your brand can do for them. If you want to stay in the game, you need to nurture your brand, show up for your audience, and take them on a journey.
Here’s my question for you: Are you coasting on what worked last year, or are you actively building what will work next year?
Your audience is watching Your competitors are evolving. The brands that win are the ones that keep showing up, listening, and adapting.
If you’re ready to make sure your brand doesn’t just survive but thrives, book a free brand launch call today. Let me help you audit your messaging, refresh your strategy, and reconnect with your audience.
Because in branding, the ones who stay relevant are the ones who refuse to stand still.
Speak soon
Cassandra xox
