Paris Hilton Launches Metaverse Business On Roblox

Paris Hilton earns up to 1 million dollars a night as a celebrity DJ and entertains party-goers in clubs in China, Dubai and on the Spanish holiday island of Ibiza.

This New Year's Eve, she'll be playing an electronic set for the revelers who drop by in a completely different place - on her virtual island on Roblox.

Hilton has created an island in the online virtual world called Paris World, where visitors can explore digital replicas of their Beverly Hills estate and dog mansion, stroll along a boardwalk inspired by the neon wedding that she and her Husband Carter Reum celebrated at Santa Monica Pier, California earlier this year and got to explore the island in a luxury sports car or sunray yacht.

Like other virtual hangouts, Paris World will charge small amounts to buy virtual clothing or book a ride on a jet ski.

"For me, the Metaverse is a place where anything you can do in real life can be done in the digital world," said Hilton, who worked to create aspects of her global life for her fans. "Not everyone has the opportunity to experience this, so we've worked together over the last year to give them all of my inspirations about what I want in this world."

Hilton, 40, joins a number of celebrities and brands rushing to the metaverse, a broad term that refers to an enduring virtual world. Facebook's Mark Zuckerberg popularized the term earlier that year when he renamed the company Meta to emphasize the metaverse's central role in the company's future.

Brands like Tommy Hilfiger have launched a line of digital ready-to-wear clothing for Roblox avatars. Nike (NYSE: NKE) launched a virtual world called Nikeland in November, where visitors can play dodgeball with friends, don a pair of Air Force 1 virtual sneakers, and win medals. The rappers Lil Nas X and Travis Scott also gave concerts for millions of virtual concert-goers last year.

For the socialite and reality TV star who turned into an entrepreneur, Paris World is the latest venture from their new media company 11:11 Media. She and veteran media manager Bruce Gersh aim to capitalize on the burgeoning creative economy, where celebrities like LeBron James of the Los Angeles Lakers are leveraging their influence to produce films, TV shows and podcasts, market brands and sell goods.

Hilton is best known for the reality television show "The Simple Life," in which she and celebrity Nicole Richie abandoned their limousines to travel across America in a Greyhound bus.

Hilton says the act with the stupid blonde was just a play: "I always played along, but I knew exactly what I was doing. Behind the scenes, I built a brand."

She has used her prominence on the gossip pages to develop 19 different lines of products, including perfumes, clothing, lingerie, cosmetics, sunglasses, watches, shoes, handbags and jewelry, which have grossed an estimated $ 4 billion over the past decade. as the company announced.

Investment banker husband Reum introduced Hilton Gersh, a former executive at Walt Disney (NYSE: DIS) Co and Time Inc, to start a media company around one of the original pop culture influencers.

Since those early conversations, 11:11 Media has had "This Is Paris," a podcast in which she speaks openly about her family and friends, as well as two reality TV series, "Cooking With Paris" on <a class="tvreplink" target="_blank" href="https://www.tradingview.com/chart/?symbol=Nasdaq%3ANFLX">Netflix (NASDAQ: NFLX) and "Paris In Love" about her engagement and marriage with Reum, launched.

Hilton has also tapped the mania for non-fungible tokens by partnering with designer Blake Kathryn to sell three unique digital works of art - one of which raised more than $ 1.1 million, according to online auction platform Nifty Gateway.

"The final piece of digital space is the metaverse," said Gersh. "We believe there is a real opportunity for Paris to make an impact, even at a younger level than their core customers. We have created a fantastic, quirky world that we believe their fans and new fans will just love will."