In February it was meant 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 few instances confirming the rebrand, for shows in Palm Springs.
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.”
The event was described as examination of “Lopez’s life as a serial romantic” after her romantic rekindling with actor Ben Affleck, who she married in 2022 after nearly two decades apart.
