Jennifer Lopez has divided fans with her new Love Don’t Cost A Thing challenge, which many have branded ‘tone-deaf’ during the coronavirus pandemic.
The pop star celebrated the 20th anniversary of her chart-topping 2001 single over the weekend and shared a short clip of her recreating the iconic music video.
Similar to the original visuals, Jennifer, 51, is seen throwing off her jewellery and stripping off her coat on the beach.
To mark the occasion, the singer asked fans to film their own version as part of the #LoveDontCostAThingChallenge, but so far it’s failed to take off.
Many have criticised the idea that they have to discard their jewellery on the floor, some aren’t keen on trekking to the beach during the pandemic and others have called for instructions of what to do in the challenge.
‘You want us all to rush to the beach in a pan de queso to have our friends film us throwing away good jewelry? I’m so confused,’ one critic questioned.
Another questioned: ‘We are in a panini [pandemic], still haven’t gotten our second stimmy [stimulus cheque] & you want us to go out & throw our s**t away in the sand?!?’
‘Jlo we supposed to throw our valuables on the beach? Is the challenge to find it after we throw it bc we can’t afford to replace it?!? What is the instructions?!?!?????’ another confused follower asked.
‘The way no one is participating in this challenge,’ one Twitter user claimed as one agreed: ‘I just clicked the #LoveDontCostAThingChallenge and literally no one has done it.’
One critic said: ‘JLo & her team didn’t think this one through. Most of these “challenges” have people inside of their homes (cause we’re in a panini). Another thing is the kids are dictating the challenges, not the artists.’
‘Maam this is tone deaf. Can’t nobody afford to be throwing their stuff on the beach. We’re in a panini,’ another stated.
You want us all to rush to the beach in a pan de queso to have our friends film us throwing away good jewelry? I’m so confused pic.twitter.com/Rv0OVKTaoL
— earth is ghetto (@ronisverybusy) January 24, 2021
However, not everyone was against the challenge as one Jennifer fan got creative and filmed his version of the iconic scene in the snow.
‘We can’t all be on the beach right now best friend. froze my asś off for you. love you so much,’ he tweeted alongside his video.
Another fan got involved and shared their version alongside the caption: ‘Challenge accepted @JLo#LoveDontCostAThingChallenge I hope you like it queen I love you very much! I was the first one who did it.’
Jennifer honoured the Love Don’t Cost A Thing anniversary with a heartfelt message, writing: ‘As I reflect on the fact that it’s the #JLo20thAnniversary, I just wanted to say thank you to all of you for being with me, loving me and supporting me through all the ups and downs.
‘Thank you so much for all the love over the past 20 years!! I love you so much!!’
Love Don’t Cost A Thing Served as the lead single for Jennifer’s second album J.Lo, and reached number one in the UK while peaking at three on the US Billboard Hot 100 chart.
Most recently, the If You Had My Love hitmaker performed at President Joe Biden’s inauguration last week and earned praise for her performance.
Metro.co.uk has contacted Jennifer’s reps for comment.
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