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Speaker 1: Welcome to another episode of Strictly Business, the podcast in

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Speaker 1: which we speak with some of the brightest minds working

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Speaker 1: in the media business.

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Speaker 2: Today.

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Speaker 1: I'm Andrew Wallenstein with Variety, with a new single out

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Speaker 1: from her forthcoming album, a book partly about her own life,

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Speaker 1: just option for a docuseries she'll produce, and a new

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Speaker 1: baby daughter to parent. Paris Hilton is plenty busy as

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Speaker 1: it is, but she's also nearly three years into launching

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Speaker 1: her own company, eleven eleven Media, along with co founder

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Speaker 1: Bruce Gersh, who serves as president and COO. They stop

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Speaker 1: by Variety's Entertainment Marketing summit last week to talk about

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Speaker 1: juggling it all and the future outlook for a venture.

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Speaker 1: Hilton prides herself for keeping on the cutting edge. We'll

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Speaker 1: be back with Paris and Bruce in just a moment.

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Speaker 3: It is my pleasure to introduce people who need no introduction,

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Speaker 3: the leaders of a little company called eleven eleven Media,

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Speaker 3: Bruce Gersh and of course Paris Hilton.

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Speaker 2: Hello, good afternoon, So.

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Speaker 3: Guys, as that video shows a lot of pieces of

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Speaker 3: the eleven eleven puzzle, and before we get into unpacking

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Speaker 3: those pieces, I want to understand you've been around now

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Speaker 3: for about three years. Paris has this has the vision

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Speaker 3: and ambition you had for this company three years in?

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Speaker 3: Has it shaped up to what your vision.

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Speaker 2: Was for this?

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Speaker 4: Oh?

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Speaker 5: My god, this has just been an incredible three years

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Speaker 5: building this company. And I knew that we were going

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Speaker 5: to do something that was incredible, but I had no

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Speaker 5: idea I would be on this level. I am just

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Speaker 5: so proud just to be in every single different vertical

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Speaker 5: from television to audio, to digital, to commerce to social

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Speaker 5: to the metaverse web three. Just being involved in so

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Speaker 5: many different areas and having an entire team behind me

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Speaker 5: to help accomplish all that is incredible. So I'm just

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Speaker 5: so grateful to Bruce and the whole team. Thank you

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Speaker 5: so much. And I couldn't do it without you. Guys.

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Speaker 2: I'm curious. I think we're all curious.

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Speaker 3: You know, clearly you're a very busy person, someone who

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Speaker 3: wears a lot of different hats. So talk to me

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Speaker 3: about how you guys managed together, what you do you know,

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Speaker 3: division of labor, How does this company run?

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Speaker 2: Well, I'll start with it. First of all, Paris is

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Speaker 2: the heartbeat of the company, So everything that we engage

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Speaker 2: in has Paris's stamp. Also, Paris is probably the hardest

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Speaker 2: working person I've ever met. If you look at just

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Speaker 2: the last week or last few days, shot a campaign

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Speaker 2: for Walmart just earlier this week or yesterday, and for

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Speaker 2: those of you that saw it, in one day, generated

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Speaker 2: one hundred and twenty five million views on TikTok. Not

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Speaker 2: too shabby, not too bad, not too bad for one day.

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Speaker 2: And then you know, tonight we're at tan Lux just

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Speaker 2: to kind of give you kind of the framework of

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Speaker 2: everything that we're working on. But it's a real partnership,

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Speaker 2: and Paris is our leader, and Paris is the heartbeat.

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Speaker 2: And you know what's incredible is how creative she is,

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Speaker 2: how it's inspirational she is and inspiring, and also just

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Speaker 2: how wicked smart she is and has really really insights

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Speaker 2: that most of us can't see. And she just predicts

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Speaker 2: the future over and over.

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Speaker 3: Okay with Paris, you know, give us the dirt here.

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Speaker 3: There's got to be something that you don't like to do.

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Speaker 1: And the job is it marketing? Is it on the taxes?

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Speaker 1: HR tell us what you don't like to do.

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Speaker 5: I feel lucky that I love to do so many things,

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Speaker 5: and I have a lot of interests. Yeah, doing all

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Speaker 5: the tax work and stuff that's not my forte. Really,

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Speaker 5: come on, I love being creative. Success is something that

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Speaker 5: really drives me.

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Speaker 2: I love.

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Speaker 5: I really understood the power of building a personal brand early.

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Speaker 5: I think I learned that from my grandfather Baron. He

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Speaker 5: was such a mentor to me and I learned so

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Speaker 5: much from him, and I always that was always a

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Speaker 5: lot to up to as well. So in my mind,

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Speaker 5: I didn't want to be known as the Hilton Hotel granddaughter.

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Speaker 5: I wanted to be known as Paris. And I'm just

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Speaker 5: incredibly proud of everything that I've accomplished so far. And

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Speaker 5: it's really great just to be creative, have these ideas

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Speaker 5: and then have a team that can help take everything

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Speaker 5: down to the finish line and get everything done and

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Speaker 5: then I can go on to the next thing. Because

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Speaker 5: it's doing everything from being business to music, to writing

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Speaker 5: books to being a designer, to traveling all around the

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Speaker 5: world and touring. It's just a lot.

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Speaker 2: Yeah, so I get to meet with the accountants more often.

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Speaker 3: But okay, well, we've got this chart that breaks down

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Speaker 3: sort of the pieces of the puzzle. Obviously, three key

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Speaker 3: areas content, commerce, community, and just today of some breaking

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Speaker 3: news on the book front in terms of optioning a

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Speaker 3: pretty interesting project, A.

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Speaker 2: Book book that.

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Speaker 1: Would be option for a docuseries about women like yourself

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Speaker 1: have lived very public lives, controversial lives. What does a

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Speaker 1: book like Toxic and Your optioning it tell us about

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Speaker 1: the approach that eleven to eleven takes in the content business.

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Speaker 5: When I read that book, I was just I thought

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Speaker 5: it was very interesting just to the way that she

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Speaker 5: spoke about things, and it just was very heartbreaking in

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Speaker 5: a lot of ways. And I just felt that, especially

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Speaker 5: during the early two thousands, the media was just very

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Speaker 5: vicious and targeted certain women. And I felt that for

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Speaker 5: a long time, myself and so many other women, we

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Speaker 5: had our voice sy stolen from us, our narrative told

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Speaker 5: by other people who didn't even know us. And I

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Speaker 5: think this is a project that is important for people

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Speaker 5: to to be able to tell their story in their

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Speaker 5: own words rather than the media just you know, inventing

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Speaker 5: whatever they want.

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Speaker 3: And Bruce speaking to the larger content strategy, how do

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Speaker 3: we understand eleven eleven? Is it a production company?

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Speaker 2: Do you own IP? What is it? Well, We're not

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Speaker 2: a production company, We're a media company, and when we

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Speaker 2: first created the company, that was our vision to create

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Speaker 2: a media company that is really at the center of culture,

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Speaker 2: connecting commerce, content and community. And as you look at

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Speaker 2: that flywheel, that kind of puts all the pieces together,

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Speaker 2: and you know, going back to my experience at Disney,

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Speaker 2: it's a very similar flywheel that one would see at

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Speaker 2: a media company, not a production company. From the asset front,

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Speaker 2: we own IP, we develop our own IP. Obviously, Paris

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Speaker 2: throughout the years has been trademarking everything from That's Hot

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Speaker 2: to Living and you can you can imagine this Living

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Speaker 2: brand coming to life. But what we're really proud of

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Speaker 2: is the direction the business has gone. As you look

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Speaker 2: at that that flywheel, what you realize is that we

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Speaker 2: are in every sector of media, and then we also

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Speaker 2: are working across that business. So when we launch a

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Speaker 2: campaign for Hilton or other partners, we're leveraging everything within

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Speaker 2: our ecosystem to build out the business. And just to

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Speaker 2: give you an example, we're only about three and a

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Speaker 2: half years old, but in the first three months of

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Speaker 2: this year we've closed over twenty million dollars in brand deals.

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Speaker 3: That's pretty impressive and I'm that's I think you've earned

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Speaker 3: that and you have that stat in the beginning of

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Speaker 3: the Sizzle reel three and a half billion dollars in

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Speaker 3: earn media that seems to be driven by Marris's ability

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Speaker 3: to really drive just in eyeballs at scale on social platforms.

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Speaker 2: Yeah, we call that her superpower. It's just really incredible

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Speaker 2: how we've leveraged earned media across the board for all

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Speaker 2: of our partners and all of our businesses. And you know,

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Speaker 2: Paris is a global icon over eighty percent awareness globally,

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Speaker 2: which is almost triple most celebrities. And so as we

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Speaker 2: travel the world and launch new businesses, Paris is recognized

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Speaker 2: everywhere from Mumbai to Santiago, Chile to Mexico City. There's

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Speaker 2: tens of thousands of people that show up to events

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Speaker 2: because you know, not only are they fans, but they

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Speaker 2: look at Paris as like the ultimate icon.

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Speaker 1: We'll be back with Paris Hilton and Bruce Gersh to

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Speaker 1: talk more with them in just and We're back with

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Speaker 1: Paris Hilton and Bruce Gersh to talk more about eleven

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Speaker 1: eleven media and through that social clout, you're able also

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Speaker 1: to drive and again another big stat from your Sizzle

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Speaker 1: reel four billion dollars in branded content also obviously very

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Speaker 1: much Paris driven. I mean the sheer volume, that the

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Speaker 1: sheer actually diversity of products.

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Speaker 2: Is just it's amazing.

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Speaker 3: You know, it's gotten to the point, I know fragrance

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Speaker 3: is big for you Paris jewelry, clothes, sunglasses, but I'm

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Speaker 3: amazed that it's now like it's gotten to like Walmart

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Speaker 3: cookware and things that I wouldn't necessarily say, oh, that's

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Speaker 3: that's I guess I'm just sort of like, how do

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Speaker 3: you know what products work that are going to play

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Speaker 3: well with Paris Hilton as a brand, Because I don't

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Speaker 3: know if you guys have seen it, it seems like

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Speaker 3: you've pioneered something where now every celebrity out there is

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Speaker 3: trying to drive businesses off of their social but it's

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Speaker 3: not working now so much.

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Speaker 2: As it used to.

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Speaker 3: Actually, we've got if you could show another slide, our

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Speaker 3: variety intelligence platform data is showing that you could see

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Speaker 3: now the volume of activity in this space. But in

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Speaker 3: your expert opinion, because I do consider you an expert

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Speaker 3: from the incredible experience that you've had in this space,

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Speaker 3: how do you know when a celebrity can truly authentically

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Speaker 3: drive the right product.

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Speaker 5: Well, there's nothing like the original.

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Speaker 4: But I.

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Speaker 5: Feel that everything I do is very authentic to me,

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Speaker 5: Like I would not put my name on a product

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Speaker 5: unless it's something that I love, and it's so exciting

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Speaker 5: to me. I always had a dream of having a perfume,

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Speaker 5: and now I'm about to release my thirtieth fragrance this year,

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Speaker 5: which is amazing. And everything I make is something that

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Speaker 5: I actually wear. My products, my clothing line, my shoes,

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Speaker 5: my jewelry, my handbags, my sunglasses, my makeup, my skincare.

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Speaker 5: I am involved in the process of designing everything and

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Speaker 5: really being on top of that, and yeah, just everything

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Speaker 5: is just authentic and real. And I am the queen

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Speaker 5: of marketing and promote the hell out of everything, and

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Speaker 5: I'm always representing rocking everything and all the content that

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Speaker 5: we put out, and yeah, I think everything I make

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Speaker 5: is really beautiful. Also, with Walmart, I've always been about

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Speaker 5: affordable luxury because I really want my fans to be

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Speaker 5: able to get to have a piece of my life

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Speaker 5: and get to experience and feel that way. And with Walmart,

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Speaker 5: my cookwear line is called the be an icon Collection

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Speaker 5: because I feel like everyone should feel iconic, no matter

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Speaker 5: what even if they're in the kitchen and the cookware

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Speaker 5: has done extremely well, the sales have been out of control,

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Speaker 5: And yeah, who would have thought just having like a

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Speaker 5: show on Netflix called Cooking of Paris would turn into this?

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Speaker 5: But there you go, full of surprises always.

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Speaker 2: I think, I think organic is obviously a big part

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Speaker 2: of it. And what what Paris brings is her sparkle

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Speaker 2: to product. And you know, as we you know, as

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Speaker 2: we kind of look at our cookware business as just

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Speaker 2: a prime example, we generated over five hundred million organic

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Speaker 2: social views around cookware. We performed in digitally three times

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Speaker 2: the norm of the average product on Walmart. And that

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Speaker 2: business is targeted across the board to generate over one

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Speaker 2: hundred million dollars in just two and a half years.

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Speaker 2: And so what we're constantly looking at is we're looking

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Speaker 2: at white space. But then how Paris could enter it

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Speaker 2: in a way where she kind of brings her influence

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Speaker 2: into that category. And I think cookwar is such a

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Speaker 2: great example. Fragrance is twenty plus years of examples and

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Speaker 2: billions and billions of dollars globally. And that's also another

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Speaker 2: piece that we're constantly looking at, is how do we

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Speaker 2: develop programs that could scale globally in a real meaningful way.

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Speaker 3: You know, it's not lost on me that we're having

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Speaker 3: this conversation on a day where a giant platform, one

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Speaker 3: of many that you're active on TikTok is literally you know,

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Speaker 3: could be extinct. I mean, given what is going on

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Speaker 3: in Capitol Hill today, and yet you are someone who

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Speaker 3: is always reaching out onto newer platforms, whether it's roadblocks

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Speaker 3: other things, and have been way ahead of the curve.

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Speaker 3: How do you decide where and when to invest your

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Speaker 3: time because sometimes you know the new hot platform could

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Speaker 3: disappear just as soon as it comes.

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Speaker 5: For me, I've always been an undercover NERD and I've

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Speaker 5: always been obsessed with technology and finding out what's new,

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Speaker 5: what's coming. And I think with having ADHD, I feel

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Speaker 5: it's my superpower where I'm a risk taker and I'm

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Speaker 5: constantly just thinking of a new ideas and constantly researching,

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Speaker 5: and I love experimenting with different platforms. I was talking

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Speaker 5: about the metaverse before there was even a word for it.

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Speaker 5: Back in twenty sixteen. I was already developing a place

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Speaker 5: called Paris World where people could virtually come and hang out.

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Speaker 5: And now that the technology is finally caught up with me.

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Speaker 5: We've created this world called Living Land inside of Roadblocks,

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Speaker 5: which has done phenomenal. We've had millions of visitors and

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Speaker 5: had the first ever Fragrance launch in the Metaverse, which

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Speaker 5: we had a million people come in one day. And

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Speaker 5: with Crypto, Yeah, I was investing back in twenty sixteen,

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Speaker 5: and yeah, I think I just I can see into

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Speaker 5: the future.

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Speaker 2: Yes, we we always say that Paris is one of

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Speaker 2: the few that that loves to experiment. We obviously as

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Speaker 2: a company never set anybody up to fail, but Paris

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Speaker 2: loves to experiment and that's just something It's part of

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Speaker 2: her DNA and it just makes our jobs so much

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Speaker 2: more fun as we enter Roadblocks or other you know,

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Speaker 2: other area as AI is another area that we're spending

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Speaker 2: a lot of time. We've mapped Paris's voice and we've

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Speaker 2: we've looked at other opportunities in that space as well.

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Speaker 3: So what do you know?

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Speaker 2: So, I mean, it's interesting you mapped her voice, Like when.

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Speaker 3: With AI it could get dangerous out there if you

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Speaker 3: are not exploiting the asset correctly. How do you know

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Speaker 3: what to invest in, where to move and for you also,

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Speaker 3: it really is a matter of investment. You're not just

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Speaker 3: you know, you're probably looking for places to actually invest

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Speaker 3: in in terms of companies. It's not just a matter

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Speaker 3: of you know, parking her voice software somewhere.

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Speaker 2: You're looking for companies. So yeah, well, I mean beyond AI,

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Speaker 2: the company has invested in over twenty companies off of

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Speaker 2: our balance sheet. Yeah, so we have invested in a

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Speaker 2: variety of businesses as we know, we see opportunities, you know,

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Speaker 2: specifically around AI. We've we've looked at a lot like everybody,

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Speaker 2: and we've invested in a few companies. But you're right, like,

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Speaker 2: we're very, very cautious, and we agree that we have

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Speaker 2: to partner with people that are going to protect Paris,

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Speaker 2: and so that's what we do. We haven't put anything

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Speaker 2: out there, but we are definitely looking at that space, well, Paris.

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Speaker 1: How do you feel about the way Web three went down?

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Speaker 1: I mean, you made your investments, you know, things may

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Speaker 1: be retrenched a bit. How do you feel having gone

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Speaker 1: through the Web three era?

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Speaker 2: I feel that the.

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Speaker 5: World isn't ready for certain things right now, and I

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Speaker 5: think it's a really interesting space. I think that there's

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Speaker 5: some you know, bad actors who've came into the space

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Speaker 5: who have made it look bad for so many people,

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Speaker 5: and I think it's it that just makes me sad

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Speaker 5: for all the artists. But I still believe in a

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Speaker 5: lot of the technology and I'm going to continue to

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Speaker 5: invest in it. And yeah, sorry with my ADHD. Sometimes

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Speaker 5: I start thinking of other questions as you're going, so.

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Speaker 3: Well, don't hold back, tell us what else you're thinking about.

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Speaker 5: I was gonna joke and say that I'm from the

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Speaker 5: year twenty sixty four and I've time traveled and that's

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Speaker 5: why I know everything before you.

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Speaker 3: Could we invest in your time travel company? Yes, all right?

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Speaker 5: And also with me, I love that I could. I

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Speaker 5: used to travel two hundred and fifty days out of

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Speaker 5: the year for two decades and now being a mom,

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Speaker 5: I have my two babies London. She's five months old,

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Speaker 5: Phoenix is fifteen months old, so I definitely do not

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Speaker 5: want to be getting on a plane like that ever again.

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Speaker 5: So I love being able to invest into company where

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Speaker 5: I could have my digital likeness and be able to

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Speaker 5: have it traveled around the world and do concerts. And

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Speaker 5: so we're really looking into that space right now about

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Speaker 5: creating different experiences where I can just be at home

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Speaker 5: with my babies while people are being entertained by my

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Speaker 5: Hologram or whatever we have out there.

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Speaker 3: Well, but I think one of your investments is in

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Speaker 3: a hologram.

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Speaker 2: Edit company we have. We invested in Predo Hologram absolutely well.

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Speaker 1: Last, but not least, we don't want to ignore what

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Speaker 1: you're doing in the music space where I know this

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Speaker 1: is your first album coming soon in eighteen years, and

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Speaker 1: you've got a single out now with Sia, So tell

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Speaker 1: us about this new track that you got coming.

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Speaker 5: I am so excited. I just finished my new album

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Speaker 5: and Sia is the executive producer, so we've been in

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Speaker 5: the studio the past year recording and writing together and

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Speaker 5: our new single just came out on Friday, and it's

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Speaker 5: called Fame Won't Love You. And it's just a message

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Speaker 5: because I feel, especially today, that a lot of kids

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Speaker 5: are focusing so much of their energy and their self

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Speaker 5: worth on followers and trying to build that fame, and

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Speaker 5: I just wanted to let them know that there's so

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Speaker 5: many more things in life that are important. And I've

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Speaker 5: especially learned that now with my husband and my children

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Speaker 5: and my family about what's important in life. And it's

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Speaker 5: a really beautiful song and the full album will be

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Speaker 5: out at the end of the summers.

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Speaker 2: I can't wait. Awesome.

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Speaker 3: Well, thank you both for being here and sharing with

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Speaker 3: us today.

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Speaker 2: Thank you as much fun.

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Speaker 4: Thanks for listening. Be sure to leave us a review

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Speaker 4: at Apple Podcasts and Amazon Music. We love to hear

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Speaker 4: from listener. Please go to Variety dot com and sign

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Speaker 4: up for the pre weekly Strictly Business newsletter, and don't

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Speaker 4: forget to tune in next week for another episode of

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Speaker 4: Strictly Business.

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Speaker 2: M