Paris Hilton Partners Up with X: Exclusive Collaboration Deal
X, the company previously known as Twitter, has recently entered into a unique revenue-sharing agreement with Paris Hilton and her media company, 11:11. This deal includes a custom hashtag for the word “sliving,” which Hilton has been trying to promote since at least 2019.
The term “sliving” is a combination of the words “slaying” and “living,” coined by Hilton as her new catchphrase. In the early 2000s, her catchphrase “That’s hot” was everywhere. Fast forward to 2023, Linda Yaccarino, who recently had an interview on the Code stage, is now sharing posts with the term “sliving” on a website called X.
According to company spokesperson Joe Benarroch, here is what Hilton and X’s partnership entails:
The two will “work together to create 4 original video content programs per year that includes live shopping,” along with “a host of new activations across all surfaces of X.” This live shopping experience will let viewers of Hilton’s live stream “browse through a catalog of products and then click through to the site to make a purchase via our in-app browser.”
It sounds like Hilton doesn’t have to do much heavy lifting: “X will work to secure brand sponsorship to support each of the activations.”
“X will also support amplifying other efforts that 11:11 Media / Paris Hilton will be involved in throughout the year.”
Recently, the platform has introduced a new revenue-sharing program for ads that are displayed alongside posts from verified users. The specific percentage of revenue shared has not been disclosed by the platform. According to Benarroch, Hilton’s financial arrangement with X stands out as the first of its kind during the Musk regime. It operates in a unique manner, setting it apart from other arrangements. Inquiring via email about the distinction between Hilton’s new deal and their existing creator payout program, I received a response stating that it is referred to as a “different partnership” and is set to span over a period of two years.