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Netflix created a challenge-style campaign with a custom filter, hashtag, and sound to promote the show. TikTok star Dexter Mayfield was part of that campaign, and said that as soon as the ad was re-posted by Netflix and promoted in the app, it took off. The 15-second video of Mayfield dancing currently has over 47 million views and the #SelenaNetflix hashtag has since accumulated over 4.7 billion views. Watch how Selena and her family chased their dreams and navigated the highs and lows of success #selenanetflix♬ Como La Flor - Selena "I definitely did not expect me doing the Selena challenge to have the impact that it did," Mayfield told Insider. But then others started participating in the challenge, too.
Petar Mandich and Nancy Tamayo. Nancy Tamayo and Petar Mandich Founded in 2013 and based in LA, Addition Management works to help YouTube clients monetize and develop multiple revenue streams. Addition focuses on the distribution of content and the creation of original programming across platforms, as well as assisting clients in expanding to product merchandise to enhance their digital brands. The firm focuses on strategic partnerships and long-term brand and career development. It has connected clients with brands like Sony, Samsung, Microsoft, Kroger, and Nestle. Talent managers: Nancy Tamayo (CEO and cofounder) and Petar Mandich (chief talent officer and cofounder). Mandich was the executive producer on all four seasons of YouTube star Joey Graceffa's YouTube Originals show "Escape the Night," and he got his start in artist and music management at The Collective (now Studio71).