Deuxmoi, Instagram’s Gossip Girl, talks new novel ‘Anon Pls’

Nov 10, 2022, 9:22 PM | Updated: Nov 11, 2022, 11:24 am

This cover image released by William Morrow shows “Anon Pls.,” by the anonymous social media celebrity gossip account DeuxMoi. (William Morrow via AP)

(William Morrow via AP)

These days, people hungry for a status update on Kim Kardashian and Pete Davidson or Shawn Mendes’ Starbucks order are skipping old standbys like TMZ and People and instead turning to Deuxmoi.

The Instagram account boasting 1.7 million followers is run by an anonymous woman living in New York who solicits and shares unconfirmed tips. The pseudonymous Deuxmoi’s skyrocketing popularity has led to a weekly podcast devoted to celebrity topics du jour, merchandise, sponsorship deals and, now, a novel published this week that’s being developed into an HBO Max series.

Co-authored with Jessica Goodman, “Anon Pls.” (William Morrow), is based on Deuxmoi’s own origin story: Unsatisfied with her day job, she began an account for fun and it turned into a lucrative career. The title is a cheeky play on the reader tips that beg for anonymity while sharing everything from the scandalous to the mundane.

“The story is relatable,” Deuxmoi said during a recent video interview with her camera off. “It could happen to anybody who just happens to fall into something that becomes a phenomenon.”

Deuxmoi talked to The Associated Press about maintaining her anonymity, who she won’t post about and the account’s future. Answers have been condensed for brevity.

___

AP: First, is it stressful knowing there are people actively trying to figure out who you are?

DEUXMOI: It was stressful in the beginning. Now it’s not. It was when I had my (day) job because I literally would go into work every day as the (follower) 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.”

AP: You have built a brand. You have merch!

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. I saw how many people were on the website and — I could get emotional talking about it right now — I literally started bawling. I was very unhappy in my old career. I was in a depression. When the opportunity to monetize came about, it was honestly an out for me because I was so miserable doing what I was doing before.

AP: Have you splurged on anything with the money you’ve made?

DEUXMOI: I’ve definitely bought some jewelry. Not (too) expensive. This could go away tomorrow. … But I also don’t want to drain my bank account of all the money that I’ve saved from doing this. I haven’t taken a vacation yet and I would really like to do that. I would love to take a great vacation somewhere and relax and not look at my phone for like five days. I don’t know if that’s possible.

AP: Are there any celebrities you won’t post about?

DEUXMOI: There’s four. Two I’ve publicly said — Hailey Bieber and Kacey Musgraves — who have posted passive aggressive things about my account. It doesn’t seem like they enjoy being posted about so I’m not going to torture them. I still get submissions of sightings but I don’t post them. Another person, I talk about in my book but I don’t name. And the fourth celebrity — whom I’d rather keep private — just came to me and said they felt really uncomfortable being posted about and they were so cool about it. I also try not to post about anyone underage.

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.

AP: Do you feel like you have any competition?

DEUXMOI: No, because I’m not looking at what everyone else is doing. I’m worried about myself. I really am trying to create a new media. I really am trying to present information in a way that no one really has done before. My sources aren’t publicists. They’re real people who’ve encountered celebrities. They’re the waiters, the waitresses. They’re the people who work at hotels. They’re the stylist’s assistants.

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.

AP: Your co-author helped you with the book, but do you ever step away from Instagram?

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. There’s always something happening. I never shut off and I never am relaxed.

AP: And do you have any help?

DEUXMOI: I’m the only one who’s posting and answering (direct messages). … And also I started answering all my DMs because I knew what it felt like to message somebody with a platform and not get a response. If you’re in my inbox, I’ll read your message, I’ll give you an emoji, I’ll tap it with a heart to let you know that I’ve seen it.

AP: What do your parents think of all this?

DEUXMOI: I blocked my mom from the account because she really wasn’t enjoying it. Early on she would call me and be like, “This isn’t very nice,” you know, not that it was mean, but just the fact that I was like talking about somebody, a celebrity. She didn’t like it. So I blocked her, and my dad doesn’t have an Instagram account. I think they’re proud of me. They see how hard I work because I’m always busy.

AP: Do you have a finsta (“fake Instagram,” or separate account)?

DEUXMOI: Yes. I don’t post anything private on it, I just use it to stalk (laughs).

AP: Where else do you see the account going?

DEUXMOI: People have wanted to start offshoot accounts, like, “Can I start a Deuxmoi Brazil? Can I start a Deuxmoi Broadway? Can I start a Deuxmoi Sports?” … I don’t have the bandwidth to do that myself but I would love to give people accounts that are specific to their interests.

Copyright © The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

AP

murders...
Associated Press

Renton man gets 10 years in prison in drug trafficking case

A federal judge has sentenced a Renton, Washington man to 10 years in prison for his role in a violent drug distribution ring, according to the U.S. Attorney’s Office in Seattle.
13 hours ago
Associated Press

Rugby star and ALS campaigner Doddie Weir dies at 52

EDINBURGH, Scotland (AP) — Doddie Weir, a former Scotland rugby player whose diagnosis with Lou Gehrig’s disease led to a widely praised campaign for more research into ALS, has died at the age of 52. The Scottish Rugby Union (SRU) announced Weir’s death on Saturday. The lock played 61 times for Scotland and was famed […]
2 days ago
Associated Press

Police: Brazil school shooter wore swastika, planned attack

BRASILIA, Brazil (AP) — A former student armed with a semiautomatic pistol and a revolver who killed three people and wounded 13 in two schools in Brazil had a swastika pinned to his vest and had been planning the attacks for two years, police said. The shootings took place Friday at a public school with […]
2 days ago
President of the National Assembly of Venezuela, Jorge Rodriguez, left, jokes with Nicolas Maduro G...
Associated Press

Venezuela’s gov, opponents resume talks; US eases sanction

MEXICO CITY (AP) — Venezuela’s government and its opposition on Saturday agreed to create a U.N.-managed fund to finance health, food and education programs for the poor, while the Biden administration eased some oil sanctions on the country in an effort to boost the newly restarted talks between the sides. The agreement signed in Mexico […]
2 days ago
FILE - View of the Jose Antonio Anzoategui oil complex in Barcelona, Anzoategui State, Venezuela, J...
Associated Press

Biden eases Venezuela sanctions as opposition talks resume

WASHINGTON (AP) — The Biden administration on Saturday eased some oil sanctions on Venezuela in an effort to support newly restarted negotiations between President Nicolás Maduro’s government and its opposition. The Treasury Department is allowing Chevron to resume “limited” energy production in Venezuela after years of sanctions that have dramatically curtailed oil and gas profits […]
2 days ago
Pakistan's former Prime Minister and opposition leader Imran Khan, center in seated, addresses to h...
Associated Press

Pakistan’s ex-PM Khan says his party to quit all assemblies

ISLAMABAD (AP) — Pakistan’s former premier Imran Khan said Saturday his party was quitting the country’s regional and national assemblies, as he made his first public appearance since being wounded in a gun attack earlier this month. Khan, a former cricket star turned politician, was ousted in a no-confidence vote in parliament in April. He […]
2 days ago

Sponsored Articles

SHIBA WA...

Medicare open enrollment is here and SHIBA can help!

The SHIBA program – part of the Office of the Insurance Commissioner – is ready to help with your Medicare open enrollment decisions.
Lake Washington Windows...

Choosing Best Windows for Your Home

Lake Washington Windows and Doors is a local window dealer offering the exclusive Leak Armor installation.
Anacortes Christmas Tree...

Come one, come all! Food, Drink, and Coastal Christmas – Anacortes has it all!

Come celebrate Anacortes’ 11th annual Bier on the Pier! Bier on the Pier takes place on October 7th and 8th and features local ciders, food trucks and live music - not to mention the beautiful views of the Guemes Channel and backdrop of downtown Anacortes.
Swedish Cyberknife Treatment...

The revolutionary treatment of Swedish CyberKnife provides better quality of life for majority of patients

There are a wide variety of treatments options available for men with prostate cancer. One of the most technologically advanced treatment options in the Pacific Northwest is Stereotactic Body Radiation Therapy using the CyberKnife platform at Swedish Medical Center.
Work at Zum Services...

Seattle Public Schools announces three-year contract with Zum

Seattle Public Schools just announced a three-year contract with a brand-new company to the Pacific Northwest to assist with their student transportation: Zum.
Swedish Cyberknife 900x506...

June is Men’s Health Month: Here’s Why It’s Important To Speak About Your Health

According to the Centers for Disease Control and Prevention, men in the United States, on average, die five years earlier than women.
Deuxmoi, Instagram’s Gossip Girl, talks new novel ‘Anon Pls’