Something has changed between JoJo Siwa and Nickelodeon.
In 2020, JoJo Siwa revealed to the world that she is the face of a billion-dollar brand. It was an off the cuff comment she made during a YouTube video with James Charles, talking about jut how extensively things had expanded. She clarified later that she wasn't worth a billion dollars but the brand, owned in-part by Nickelodeon, was. And after all of that cash, she apparently wasn't invited to the network's Kids Choice Awards.
"A lot of you have been asking me why I wasn't at the Kids' Choice Awards tonight," Siwa said in a video posted to Instagram and TikTok sporting her newly shorn hair. "The answer is very simple: I wasn't invited. I'm not sure why, but I just didn't get an invite."
She continued explaining her absence in the caption: "I don't want anyone to think it was my choice not to go .... I simply didn't get an invite :(" she wrote.
It's an interesting development. Siwa has long been a staple at the awards show and her brand is mainly supported by children, Over the past year she's been evolving that brand a little -- she came out in January 2020, has experimented at times with wearing a little less of her rainbow palette, and cut off her trademark ponytail -- but she still maintains quite an inoffensive brand for any well-adjusted person. In fact, Siwa was nominated for the Favorite Social Media Star award.
More than that, one of the performer's songs was even used at the event.
So what's up?
Siwa, at least, has ideas what may have caused it: she began retweeting fan speculation that the lack of invite had to do with her coming out or other recent changes.
Siwa and Nickelodeon haven't had the smoothest relationship. According to the star, in the early days she and her mom had a meeting with Nickelodeon where the company pitched what they wanted to do with her. Siwa was not on the same page and hoped to go in a different direction.
"In that meeting Pam, who is the head of consumer products, said, 'Just so you know, if this t shirt doesn't sell then it's all over. That was why I didn't want you here.'" Siwa said in an interview. "Now, every time I see her I laugh and say, 'How'd that t-shirt sell?'" Spoiler: it did very well.
More recently, the performer called out Nickelodeon for not allowing her to perform certain songs from its film The J Team, which is about her, on Nickelodeon's JoJo Siwa D.R.E.A.M. The Tour.
"These are MY songs, MY voice, MY writing. Does this seem fair???" she wrote. "There is no reason that this music should not be included."
"Working for a company as a real human being treated as only a brand is fun until it's not," she continued later.