Celebrities often rely on pretty unusual marketing strategies, but they’re taking things to a whole new level right now. Several major stars decided to tease their new projects by unfollowing almost everyone but their closest collaborators on Instagram.
Nicki Minaj’s fans were shocked to see her unfollow the likes of Ariana Grande and Megan Thee Stallion, but she did it for a reason. Her unfollow spree sparked rumors of new music, and she clarified it by writing, “Bare with me this following list you guys. Sorting it out.”
Doja Cat is currently only following nine people on Twitter, and she asked people to guess why on their own. Her following list includes Megan Thee Stallion, Young Thug, Saweetie, French Montana, A$AP Ferg, The Weeknd, Ariana Grande, SZA, and Pharrell Williams. Some of these artists happen to be her past collaborators—most recently, she dropped איק new single “Best Friend” with Saweetie.
Kylie Jenner scaled down her following list on Instagram to 33 people, mostly her family members, business and fan accounts, and closest friends. HollywoodLife reported this is “all a part of a bigger plan and it was all business” and her way of focusing the attention on her brand.