Paris Hilton earns up to $1 million (about Rs. 7.47 crores) every night as a famous DJ, entertaining partygoers in clubs in China, Dubai, and the Spanish tourist island of Ibiza.
This New Year’s Eve, she’ll be performing an audiovisual performance for those who stop by a new kind of venue – her digital island on Roblox.
Tourists can visit electronic recreations of Hilton’s Beverly Hills estate and its dog manor house, meander a seafront influenced by the fluorescent fairground marriage ceremony she and husband Carter Reum hosted previously this year at the Santa Monica Pier in California, and explore the island in a luxury sports car or Sunray yacht.
Paris World, like other virtual hangouts, will collect minor charges for purchasing virtual apparel or arranging a jet-ski trip.
“For me, the metaverse is somewhere in the digital world where you can do whatever you can do in real life,” said Hilton, who attempted to recreate elements of her globe-trotting existence for followers. “Not everyone gets to experience it, so that’s what we’ve been working on for the past year — giving them all my ideas for what I want in that world.”
Hilton, 40, is one of a slew of celebrities and corporations racing to embrace the metaverse, a wide term for a permanent virtual reality. This year, Facebook’s Mark Zuckerberg popularized the phrase when he renamed the firm Meta to emphasize the metaverse’s importance to the company’s future.
Tommy Hilfiger, for example, has produced a range of digital ready-to-wear clothes for Roblox avatars.
Nikeland, a virtual realm where guests may play dodgeball with pals, lace up a couple of virtual Air Force 1 shoes, and earn awards, debuted in November. Rappers Lil Nas X and Travis Scott also performed for millions of virtual concertgoers the year before.
Paris World is the newest endeavor established by the socialite and reality TV star turned entrepreneur’s new media firm, 11:11 Media. She and veteran media executive Bruce Gersh want to capitalize on the booming creative market, in which superstars such as Los Angeles Lakers LeBron James use their popularity to make films, television series, and podcasts, as well as brand building and retail sales.
Hilton is most known for starring in the reality television show “The Simple Life,” in that she and famous heiress Nicole Richie deserted their limos to journey across America on a Greyhound bus.
“I was always in on the joke, but I understood precisely what I was doing,” Hilton recalls of the stupid blonde play. I was developing a brand behind the scenes.”
She has parlayed her celebrity on the gossip pages into 19 different consumer product lines, including perfumes, apparel, lingerie, cosmetics, sunglasses, watches, shoes, handbags, and jewelry, which have generated an estimated $4 billion (roughly Rs. 29,883 crores) in revenue over the last decade, according to the company.
Reum, a former Walt Disney and Time executive, connected Hilton to Gersh, a retired Walt Disney, and Time executive, to develop a multimedia venture centered on one of pop culture’s founding influences.
Since those early talks, 11:11 Media has created “This Is Paris,” a podcast in which she speaks honestly about her family members and friends, as well as a pair of reality TV shows, “Cooking With Paris” on Netflix and “Paris In Love,” about her relationship and wedding to Reum.
Hilton has also cashed in on the non-fungible token craze, teaming with designer Blake Kathryn to sell three unique works of digital art, one of which earned more than $1.1 million (approximately Rs. 8.21 crores) on online auction site Nifty Gateway.
“The metaverse is the final element of the digital environment,” Gersh stated. “We believe that Paris has a significant chance to influence, even at a younger age than her main customer. We’ve created a lovely, colorful universe that we think her followers and new admirers will enjoy.”