The Nostalgia Effect: How "The Boy is Mine Tour" Revived the Art of Performance
Love Notes and Lessons 2: 12/1/25
Dear Sof,
This week’s note is about the tour that reminded you why you fell in love with music in the first place.
Somewhere along the rise of digital media, I’ve seen creativity get lost in the algorithms. After seeing clips of tours happening over the past few years, I believed that the art of showmanship was dead. Concerts had minimal sets, no concept, and were based on moments that would go viral on TikTok. Then I had the opportunity to see “The Boy Is Mine Tour” and my opinion flipped.
To witness a show with costume design, set design, a concept, and actual performances reminded me that showmanship does still exist. And the fact that so many fans are in love with this tour tells a meaningful story: audiences are starving for MTV-era energy that has gotten lost in the digital age. But Brandy and Monica came to bring all of that energy back.
I walked into this tour uncertain of what to expect. I knew who Brandy and Monica were, of course, but I did not know their performance quality. The first thing that hinted this wasn’t a typical 2020s performance was the narrative elements. The two artists came to the stage on an elevator with the words “The Boy Is Mine” on top. While a small detail, it shows a level of thought that elevated the overall experience. Woven into performances were clips of the two and their rise to fame. This was an experience in itself; it connected the audience to the artists and built the anticipation for the following acts.
In terms of the actual performance, it felt like I was watching an old-school MTV music video. There was real singing, choreography, background dancers, and costume changes that felt aligned with the concept as a whole. The tour was not just a performance, but it was a production. It was handcrafted like a concept, rather than a playlist set to shuffle.
After years of instability from a global pandemic, social media burnout, and political unrest, many people are searching for that sense of familiarity, me included. And nostalgia correlates to intention. “The Boy is Mine” is the kind of song you put on when you are trying to remember that art does still exist, and the world is still spinning. It reminds us of a time when music and art weren’t disposable.
For Gen Z, who grew up watching more streams than stages, this tour felt like a portal. And the older generations were reminded of the greatness they once experienced—a time when musicality and artistry were important. And the concert does a great job of reminding us of that. Even when there was a tribute to Whitney Houston performed by the artists, it brought back something that the industry had been missing for years: respect for the greats.
This tour proved that people are excited for actual performances. They would pay for an experience over just someone singing and walking around on stage. We are entering a revival era where artists bring back the theatrics and conceptual shows.
“The Boy is Mine Tour” was more than just nostalgia. It was a reminder of the artistry, effort, and one-on-one connection that has been missing in the industry. It was an experience of a lifetime that transported me back to a time when art was appreciated. Looking around the arena, it was clear how deeply this show resonated with every age group—Gen Z kids singing along next to adults who grew up with the original song. No phones-down boredom or mid-show exits. Just pure presence. I think the real takeaway of all of this is that the future of music and media isn’t reinventing the wheel, but rather remembering how to drive it.
With Love,
Sof 🎀
Thank you for a well written and joy-led article