Between releasing a new single from her upcoming album, being selected to produce a documentary series partially written about her own life, and welcoming her baby daughter, Paris Hilton is keeping busy. . But it's been nearly three years since she launched her own company, 11:11 Media, with her co-founder Bruce Gersh, who serves as her president and chief operating officer. .A pair stopped by of variety At last week's Entertainment Marketing Summit, we discussed all the juggling and future prospects for the venture that Hilton prides itself on staying on the cutting edge.
11:11 Media is made up of three distinct business areas that interact with each other in a flywheel effect: content, community, and commerce. The huge audience she commands across social platforms, for example, the 500 million social impressions she has generated to date for Walmart's “Be an Icon” cookware line. We drive sales of the products we support.
“Everything I do feels very authentic to me,” Hilton said on the show's latest episode. of variety “Strictly Business” Podcast. “I don't want to put my name on a product unless it's something that's very exciting to me and I love. I've always dreamed of having a perfume, and I'm going to release my 30th fragrance this year. ”
Listen to the podcast here:
11:11 Gersh says Media has secured $20 million in brand sponsorship for the first quarter of 2024. His first one sold out on Ulta.com within eight hours, and his Hilton-endorsed Tan-Luxe product went on to sell out three more times during its launch week.
Earlier this month, Hilton began appearing in commercials for Tanlux disguised as artificial intelligence. Gersh said investors are also taking this technology very seriously, and 11:11 Media has been active across a variety of cutting-edge technology categories. We also discuss how we plan to use AI to leverage our Hilton identity and voice.
“We agree that we must be very cautious and work with those who are trying to protect Paris,” Gersh said.
11:11 Media provided
11:11 The latest example of content that the media is actively working on is the book Hilton selected just last week, Toxic: Women, Fame and the Tabloid 2000s, which she produced as a documentary series. I am aiming to do that.
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What is “strict business”? variety's weekly podcast features conversations with industry leaders about the business of media and entertainment. (Click here to subscribe to our free newsletter.) New episodes are published every Wednesday and available for download on Apple Podcasts, Amazon Music, Spotify, Google Play, SoundCloud, and more.
