Today, X CEO Linda Yaccarino announced that the platform would be embarking on a new partnership with Paris Hilton and her media company 11:11.
In a post on X, Yaccarino called Hilton “the queen of pop culture, music, business, and TV” and said the blonde heiress would be “#Sliving on X” in the near future (“sliving” is Hilton’s portmanteau of “slaying” and “living”).
What exactly will result from the partnership? “A launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more,” said Yaccarino.
X spokesperson Joe Benarroch told The Verge that the two-year collaboration is different from the ad revenue-sharing deals available to some creators on the platform. Instead, Hilton and X will “work together to create 4 original video content programs per year” including a “live shopping” experience where viewers can “browse through a catalog of products and then click through to the site to make a purchase.”
Hilton has shown consistent and genuine interest in all things social media and web3 (some more successful than others) and founded 11:11 in 2021 to help her partner with and produce content for brands. The company is essentially a vehicle for all things Paris, developing projects like her most recent foray into Roblox. Just last week, 11:11 announced that Hilton would be the face of Amber the Detective, one of Meta’s newest “AI character” profiles.
When it comes to the X partnership, 11:11 will likely be producing content on Hilton’s end since Benarroch says “X will work to secure brand sponsorship to support each of the activations” (read: finding a way to make money).
The bottom line is top of mind for Yaccarino, who made an awkward appearance as the headlining guest at Vox Media’s Code 2023 event this past weekend.
At the event, Yaccarino claimed X would be profitable as early as 2024. Her statement was in direct conflict with an early September post from Elon Musk that said the platform’s ad revenue was down by 60 percent. And that’s not hot.
