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21 Tex. Rev. Ent. & Sports L. 113 (2020)
Swipe up to Subscribe: The Law and Social Media Influencers

handle is hein.journals/tresl21 and id is 123 raw text is: Swipe Up to Subscribe: The Law and Social Media Influencers Monique Groen INTRODUCTION: THE POWER OF SOCIAL MEDIA Just last year, Forbes magazine headlined an article entitled America's Women Billionaires, a piece dedicated to champion- ing the efforts and accomplishments of the country's sixty richest self-made women.1 Forbes is a publication highly regarded for fea- turing the most motivated and successful business moguls of the moment, and this topic is not an unusual one for it to feature. How- ever, the face of the article, branded with such an enviable title, was Kylie Jenner (Jenner), the youngest member of the twenty- first century dynasty known as famous for being famous. While unsurprising given the ubiquitous popularity of Jenner's makeup brand, the fact that Jenner may surpass Mark Zuckerberg as the youngest self-made billionaire is controversial in light of conven- tional notions of what it means to be self-made. While it is impossible to predict how Jenner's company, Kylie Cosmetics, would be doing had she not been as famous beforehand, it is undeniable that it has reached such heights largely because of Jenner's ability to leverage her social media following.2 In fact, Jenner credits her success to her social media platforms, which al- low her easy access to fans and customers.3 Jenner tactfully employs her social media accounts to promote her company's products. She creates hype by teasing her followers on Instagram before product launches and releases limited quantities, causing her 1. Natalie Robehmed, How 20-Year-Old Kylie Jenner Built a $900 Million Fortune in Less Than 3 Years, FORBES (July 11, 2018), https://www.forbes.com/sites/forbesdigital covers/2018/07/11 /how-20-year-old-kylie-jenner-built-a-900-million-fortune-in-less-than- 3-years/#1ea54401aa62. 2. Id. 3. Id. 113

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