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Selena Gomez

© Lauren Greenfield

Selena Gomez is the latest to emerge from Disney’s tween superstar creation machine. With Disney’s synergistic multiplatform approach, those who pop out of the Disney Channel blue screen, emerge not just as television actors and actresses, but as pop stars, clothing designers and if the strategy is successful, brands in their own right.

Selena Gomez rose to fame playing Alex Russo in the Disney channel sitcom The Wizards of Waverly Place. At the young age of 18, Gomez also headlines a band, Selena Gomez & The Scene whose single “Round and Round” was one of the top 15 iTunes downloads of the summer and who will soon be releasing their second album. Gomez has also starred in two feature length movies and launched a clothing line, due to hit 1,327 Kmart stores. In between all this, Gomez spends her time in meetings, in interviews, on television chat shows and in meet and greets, plugging all her various projects. Though Disney publicly espouses a go-slow approach to breeding its stars, keeping up this multiplatform stardom is, in reality, a nonstop job. Gomez says: “I don’t look at my schedule because I would freak out. It looks like a lot on paper. And it really is a lot. But it’s a whole lot of what I love.”

The key element of maintaining the brand of a Disney channel superstar is keeping in touch with the fans. Gomez communicates constantly with her fans via Twitter and Facebook, erasing the line between her official appearances and her personal life. Gomez has 5 million Facebook friends and over 2.3 million followers on Twitter: Thank you so much for all of the amazing birthday wishes!!! Every year gets better and better because of yall! I love you all so much! – Twitter, July 22, 10:08 AM

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Institute Artist is redefining how stories are produced and told. Representing auteur-driven storytellers, we bring together talent across commercials, photography, fine art, and film. Founded by Matt Shonfeld and Frank Evers. Institute Artists multi-platform production expertise, and established global relationships in entertainment, fine art, and journalism make for unmatched reach and cross-pollination of creative work. Institute Artist has been a leading advocate of the power of underrepresented talent and is fully committed to bringing these authentic voices to our clients by helping them tell compelling and entertaining stories that better connect with their audiences.