Right now, X CEO Linda Yaccarino introduced that the platform could be embarking on a brand new partnership with Paris Hilton and her media firm 11:11.
In a submit on X, Yaccarino referred to as Hilton “the queen of popular culture, music, enterprise, and TV” and mentioned the blonde heiress could be “#Sliving on X” within the close to future (“sliving” is Hilton’s portmanteau of “slaying” and “residing”).
What precisely will consequence from the partnership? “A launchpad for brand spanking new initiatives in video and stay video, stay commerce, Areas, and a lot extra,” mentioned Yaccarino.
X spokesperson Joe Benarroch advised The Verge that the two-year collaboration is totally different from the advert revenue-sharing offers accessible to some creators on the platform. As an alternative, Hilton and X will “work collectively to create 4 unique video content material packages per yr” together with a “stay procuring” expertise the place viewers can “flick through a catalog of merchandise after which click on by way of to the location to make a purchase order.”
Hilton has proven constant and real curiosity in all issues social media and web3 (some extra profitable than others) and based 11:11 in 2021 to assist her companion with and produce content material for manufacturers. The corporate is actually a car for all issues Paris, creating tasks like her most up-to-date foray into Roblox. Simply final week, 11:11 introduced that Hilton could be the face of Amber the Detective, one in all Meta’s latest “AI character” profiles.
In the case of the X partnership, 11:11 will doubtless be producing content material on Hilton’s finish since Benarroch says “X will work to safe model sponsorship to assist every of the activations” (learn: discovering a solution to make cash).
The underside line is high of thoughts for Yaccarino, who made a clumsy look because the headlining visitor at Vox Media’s Code 2023 occasion this previous weekend.
On the occasion, Yaccarino claimed X could be worthwhile as early as 2024. Her assertion was in direct battle with an early September submit from Elon Musk that mentioned the platform’s advert income was down by 60 %. And that is not scorching.