These days, people hungry for a status update on celebrities are turning to Deuxmoi. The Instagram account boasting 1.7 million followers is run by an anonymous woman living in New York.
DEUXMOI: It was stressful in the beginning. Now it’s not. It was when I had my job because I literally would go into work every day as the count got bigger and bigger and was like, “Is my boss going to come up to me and say, ‘Is this you?’″ I was very paranoid about that because I was spending so much time on the account.
Now, I’ve said this a bunch, I’m not hiding. I’m just trying to build a brand. And the brand is not based on a person or an influencer. It’s based on the content and it’s based on the audience and it’s based on the community that’s been built, so I don’t want the focus to be on me. That’s why I really have no intention of being like, ”This is who I am.”DEUXMOI: When I first launched my merch, I was looking at the Shopify numbers and you can get a live view of who’s shopping on your account.
AP: On Sundays, you share submissions from followers who have spotted celebrities in various places but always after the fact. Why? DEUXMOI: Sightings are not posted in real time. ... I’m not trying to be Gawker Stalker. I’m not trying to promote stalking celebrities. I want to make this very clear: My followers do not stalk celebrities. They just happen to be in the same place at the same time as a celebrity. Also, Gawker was not my inspiration. It was honestly “Gossip Girl,” like, “Spotted: on the steps of the Met.” That was the inspiration.DEUXMOI: No, because I’m not looking at what everyone else is doing.
By using those people as my source you get a better and a more real account of what’s going on. Also, not everything has to be salacious. Celebrity gossip can be fun. It could be about coffee orders. It could be about skincare. It could be about hotel riders.DEUXMOI: It’s always on my mind. I’m always checking it. I’ll never relax. I’m not trying to stay this like, “Woe, is me, like, feel bad for me.” It’s just the reality of the situation. Entertainment news or news in general never sleeps.
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