Paris Hilton is getting her X on.
The influencer and entrepreneur — who has 16.6 million followers on X, formerly known as Twitter — announced a deal with the social platform owned by Elon Musk for an array of content and commerce initiatives.
Under the deal between X and Hilton and her 11:11 Media company, she and X will work together to create four original video content programs per year that include live-shopping features. Hilton will also serve as a launch partner for new X consumer products, services and feature releases, according to the companies.
The deal includes a revenue-sharing agreement between X and 11:11 Media. A spokesman for X said that “we’ve created a financial arrangement that is attractive to both parties.”
“I’m excited to announce an official partnership with X today,” Hilton, chairwoman and CEO of 11:11, said in an audio post on the service. “Together, we’re going to be exploring new ways to connect with all of you across video, live video, live shopping and even Spaces. And we’re just getting started. Loves it.”
The commercial areas of focus for the partnership will encompass live shopping, music and video (tied to “peak conversation periods” and “Paris’ content priorities” such as “Halloween, music, motherhood and cooking.”
X’s Live Shopping product lets users watch, chat and shop all in the same window. While watching a livestream with Hilton on X, users will be able to browse through a catalog of products and then click through to the site to make a purchase via the service’s in-app browser.
In addition, X said it will work to secure brand sponsorship to support each of Hilton’s activations, including each of the live-shopping content programs.
Linda Yaccarino, CEO of X, posted, “The queen of pop culture, music, business, and TV is #Sliving on X. @ParisHilton welcome to the @X family, we’re excited to launch an official partnership with you and your next-gen media company 11:11. Together we will create a launchpad for new initiatives in video and live video, live commerce, Spaces, and more. Let’s do this!”
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