After encountering lackluster ticket sales prompting the cancellation of seven dates on her first North American tour in five years, Jennifer Lopez has opted for a strategic rebranding.
Originally dubbed “This Is Me… Now,” the tour has been renamed to “This Is Me… Live | The Greatest Hits” in an apparent effort to bolster its appeal.
Initially announced in February alongside the release of her latest album, “This Is Me… Now,” and two accompanying films, Lopez’s tour faced setbacks as several dates were quietly scrapped last month, including stops in cities like Cleveland and Nashville, presumably due to poor sales. The decision to rebrand signifies a shift from focusing solely on promoting her latest album to encompassing her extensive discography, potentially appealing to a broader audience base.
Despite attempts to reach out to Lopez’s representatives and Live Nation, the production company behind the tour, no comments were provided. Although Live Nation’s website has yet to reflect the tour’s new name, discrepancies in the tour titles are evident across various listings. However, confirmations of the rebrand have surfaced, notably at venues like Palm Springs’ Acrisure Arena and Inglewood’s The Forum. Additionally, a sponsored Facebook ad by Lopez prominently displays the tour’s new title.
The release of “This Is Me… Now” in February encountered challenges, with the album selling only 14,000 copies in its first week. Although the album debuted at No. 1 on the Billboard Top Album Sales Chart primarily due to physical sales, it landed at a modest No. 38 on the Billboard 200 chart, marking Lopez’s second studio album to miss the top 10.
“This Is Me… Now” was part of a comprehensive $20 million multimedia project funded by Lopez herself, which also included the tour and two films: “This Is Me…Now: A Love Story” and the documentary “The Greatest Love Story Never Told.” Described by Variety as an exploration of Lopez’s romantic journey, particularly her rekindled relationship with actor Ben Affleck, whom she remarried in 2022 after nearly two decades apart.