Paris Hilton this week introduced that her firm, 11:11 Media, will carry her world to the immersive digital gaming world of The Sandbox.
There, she’ll launch a “land,” during which she’ll work together together with her followers and promote digital items. The platform mentioned Hilton “is planning social and neighborhood occasions reminiscent of rooftop events and glamorous social experiences in her digital Malibu mansion” — with 11 variations of Hilton-inspired avatars.
The Sandbox, which describes itself as a number one “decentralized digital world” that’s “half digital actual property, half amusement park,” has 300 present partnerships, with the likes of Warner Music Group and online game maker Ubisoft, together with different celebrities reminiscent of Snoop Dogg and Steve Aoki, together with manufacturers reminiscent of The Smurfs, and Adidas.
In an unique interview with CNBC, Hilton mentioned she needed to carry her personal metaverse from Roblox into different platforms.
“Snoop Dogg launched his world in there, which is unbelievable, and I used to be so excited after I noticed that,” she mentioned. “I am actually excited to carry Paris world throughout — we will be working with a pair different platforms.”
In The Sandbox she’ll promote Paris-inspired NFTs and host digital events — however she says this us only the start of what she hopes to construct.
“Proper now we’re largely specializing in the experiences and never the monetization as a result of that is simply not the main target proper now,” Hilton mentioned. “However we’re going to be doing digital wearables and dealing with completely different manufacturers and there is lots of thrilling tasks I am unable to announce but.”
Hilton’s first transfer into the metaverse was when she constructed “Paris Hilton World” inside Roblox late final yr. She launched the house with a digital New 12 months’s Eve social gathering during which her avatar DJ’ed. Then she DJ’ed what she referred to as a “Neon Carnival” competition timed to Coachella. Roblox mentioned that Hilton’s digital world has been visited by almost 544,000 followers — however it will not say how a lot income it is generated.
For Hilton, the digital presence is a chance to succeed in extra folks — with out the 250-day-a-year journey she was doing earlier than the pandemic.
“On New 12 months’s Eve, I used to be DJing within the Maldives. It was my honeymoon and I used to be taking part in and there was extra folks at Paris World than there was a New York Instances Sq.,” Hilton mentioned. “On the Neon Carnival we had nearly half one million folks there and in the actual life social gathering there was 5,000. That is the ability of the metaverse the place you may have folks from all all over the world have the ability to take pleasure in and expertise issues which can be often, you realize, unique occasions.”
Paris Hilton attends a non-public view of “Vogue x Snapchat: Redefining The Physique, Curated By Edward Enninful OBE”, an interactive augmented actuality (AR) exhibition, at Centre d’artwork La Malmaison on June 19, 2022 in Cannes, France.
David M. Benett | Getty Pictures
Hilton began investing in crypto in 2016 — earlier than crypto’s meteoric rise and fall — and he or she’s been promoting NFTs since final April. Earlier than that market dropped extra lately, final yr she offered one for over $1 million. She’s additionally invested in a lot of startups within the house, together with Genies, which creates personalized avatars and has drawn investments from former Disney CEO Bob Iger, entertainer and mannequin Priyanka Chopra and different luminaries.
Now Hilton is tips on how to bridge her real-world companies — reminiscent of a tracksuit line — together with her digital ones.
“We wish to have the ability to do [something] the place folks may purchase the tracksuit after which additionally get a digital model for his or her avatar to put on,” Hilton mentioned. “That is what we will be doing lots of — issues which can be taking place in actual reside, I will have them even be taking place within the metaverse on the similar time.”
And he or she’s speaking to different metaverse platforms to broaden her presence. She did not say which of them, however mentioned she likes what Fb father or mother Meta is doing.
Hilton’s 11:11 Media is personal and does not reveal financials, however mentioned that the corporate’s enterprise doubled from final yr to this yr and that it expects to generate tens of tens of millions of {dollars} in revenue this yr.
There’s additionally no phrase on what sort of earnings – or losses — she’s seen from her crypto investments through the years, however her firm mentioned she’s generated $3.5 million in income from NFTs this yr.
As to what occurs with the metaverse, and the NFTs that she’s promoted through the years, it is too quickly to say.
