a deputy editor and author of the Command Line newsletter. He’s covered the tech industry for over a decade at The Information and other outlets.
X, the company formerly known as Twitter, has made a special revenue sharing deal with Paris Hilton and her media company, 11:11. It even includes a custom hashtag for a word that Hilton has been trying to popularize since at least 2019: “sliving.”Here’s what Hilton and X’s partnership entails, according to company spokesperson Joe Benarroch:
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 livestream “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.”from ads that appear next to posts from paid, verified users. Hilton’s financial arrangement with X — which appears to be the first of its kind under the Musk regime — works differently, according to Benarroch.
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