Jennifer Lopez Quietly Rebrands Tour as Greatest Hits Show Amid Weak Ticket Sales

Weeks after Jennifer Lopez suddenly cancelled several dates from her tour for seemingly no reason, it seems the entire tour itself is being rebranded.

via: Variety

After canceling seven dates of her first North American tour in five years amid weak ticket sales, Jennifer Lopez has renamed it to apparently broaden its scope, changing it from “This Is Me… Now” to “This Is Me… Live | The Greatest Hits.”

Lopez initially announced the trek in February to coincide with the release of her latest album “This Is Me… Now” and its accompanying two films. But she quietly canceled some of its dates last month in cities like Cleveland and Nashville, likely due to poor sales. The latest rebrand suggests a pivot from a tour focusing on the new album’s songs to one spanning her discography, a move that may entice listeners who didn’t connect with her latest material.

Requests for comment from Lopez’s reps and Live Nation, which is producing the tour, went unanswered. Live Nation’s site hasn’t been updated to reflect the tour’s name change, but it does have conflicting titles on Lopez’s listings, including “This Is Me… Live” and “This Is Me… Now The Tour.” While some venues hosting Lopez’s performances haven’t changed the original listings on their respective sites, there are a few instances confirming the rebrand, for shows at Palm Springs’ Acrisure Arena and Inglewood’s The Forum. A sponsored Facebook ad from Lopez also features a graphic with the new title.

Upon release in February, “This Is Me… Now” struggled to find an audience, selling 14,000 copies in its first week. While the album did debut atop the Billboard Top Album Sales Chart due to 11,000 in physical sales, it arrived at No. 38 on the Billboard 200, becoming the second of her nine studio albums to bow outside the top 10.

The album was one part of a self-financed $20 million multimedia project including the tour and the two films, “This Is Me…Now: A Love Story,” and a documentary, “The Greatest Love Story Never Told.” Variety described the endeavor as an examination of “Lopez’s life as a serial romantic” following her romantic rekindling with actor Ben Affleck, who she married in 2022 after nearly two decades apart.

Smart move for her team rebranding the tour after the absolute failure that was her This Is Me...Now album. Quiet as it's kept no one wanted to sit through a concert where the setlist was going to be a lot of songs from her new album.

Since you risked your career (and your coins) by giving us a dated pop/R&B sound from the 2000s instead of a dance/pop album that fits your strengths as a vocally-challenged singer, it was good on your part to rebrand this tour by sticking to the songs fans want to hear.

However, I still think she should reconsider doing another Vegas residency, because out of the typical cities she's scheduled to perform at in North America, I don't think JLo's has an impactful pulse on the culture as Taylor Swift, Madonna or Beyoncé.