Unlocking the secrets of celebrity kisses: what JLo’s AMAs moment reveals

There is usually more than meets the eye when it comes to pop culture moments. Fortunately, not everyone’s clapping anymore and "praise be" for that, as they say in "The Handmaid's Tale".

When Jennifer Lopez kissed both a male and female dancer at the 2025 American Music Awards (AMAs), it didn’t land like a power move. Instead, it raised eyebrows and sparked murmurs of déjà vu and not the good kind.

It felt orchestrated, like something pulled from the early 2000s playbook, back when Madonna kissing Britney Spears and Christina Aguilera at the MTV Video Music Awards (VMAs) practically broke the internet.

But that was over two decades ago, and audiences have wised up since then.

These pop culture stunts used to be sold as expressions of freedom, rebellion, or artistic fluidity, but more and more, they’re being seen as part of a script.

Fans, conspiracy theorists, and even disillusioned insiders have started connecting the dots: these kisses tend to show up at interesting moments.

Right before an album drop. In the middle of a public controversy. Or during an image overhaul. And once you notice the timing, it’s hard to unsee it.

Online forums have long speculated about ritualistic behaviour in Hollywood secret societies, symbolic gestures, and public spectacles that are more than just theatre.

A kiss on stage is part of a broader theory that entertainers, especially women in pop, are required to participate in these moments to gain relevance or approval from powerful gatekeepers behind the scenes.

It sounds wild, but these conversations have gained momentum, especially in the wake of the industry’s recent scandals. People are suspicious, not because they’re paranoid, but because they've seen too many patterns repeat themselves.

When Madonna kissed Spears and Aguilera at the 2003 VMAs, it wasn’t just a cheeky pop moment. For many viewers, especially those like me, who’ve dived deep into YouTube conspiracy rabbit holes, it was a ritualistic act wrapped in symbolism and secret meanings.

The idea of rituals in entertainment isn’t new.

YouTube channels dedicated to celebrity conspiracies often point out that these public displays, especially involving same-sex kisses during performances on stage or dramatic gestures, follow a pattern tied to occult ceremonies and initiation rites.

These rituals supposedly serve as public affirmations of an artist’s submission to, or acceptance by, a hidden power network often referred to as the Illuminati or the music industry elite.

If you know, you know. But hey, these are all theories. 

One popular theory is that these acts are public initiations, marking an artist’s entry or renewed allegiance to this elite. According to conspiracy theorists, the kiss is symbolic, like a "binding contract", signalling the performer’s compliance with the unwritten rules of fame, success, and control.

Jeepers creepers, right? And when someone like Jenny from the block (well, not really), who’s been around long enough to know how the game works, dips into that same pool of performative spectacle, people start to assume it’s more than just creative direction.

Lopez has had her fair share of public struggles that make these moments even more eyebrow-raising. There’s also been chatter about her image and story not lining up as neatly as fans might think recently.

Reports have pointed out inconsistencies in her claims about her childhood and origins, with some sources revealing that she’s played fast and loose with details about where she grew up.

Add to that critiques about her singing abilities, often described as “serviceable” rather than stellar and accusations of narcissistic tendencies, with some insiders and commentators highlighting her penchant for controlling narratives and projecting a carefully crafted persona.

So when Lopez pulls a stunt like that cringeworthy kiss, it feels less like spontaneous fun and more like a carefully calibrated move, one loaded with symbolism and possible hidden meanings. Maybe she's trying to become relevant again? who knows. 

Then there’s the commercial side. In an era where celebrity visibility depends on viral moments, kissing someone on stage is low-hanging fruit. It’s a shortcut to headlines. Whether or not it’s part of a deeper power structure, it undeniably grabs attention.

But the world’s changed. Audiences aren’t just gossiping anymore, they’re investigating, comparing timelines, pulling up interviews from 15 years ago, and asking: who benefits from these spectacles?

The new generation of viewers isn’t afraid to question what was once brushed off as “just entertainment”.

It’s not about being outraged over a kiss, it’s about asking why these same moves are recycled, who’s orchestrating them, and whether they still carry the same power they once did.