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Paris Hilton wants the title of Queen of the Metaverse

Fuschia Bentley drives down desert roads towards the Neon Carnival entrance, an after-party that is held every year during Coachella. Paris Hilton is now there. Paris Hilton has arrived. Her hair is in pigtails and twisted with white flowers. She’s also wearing a sparkly pink dress that matches her platform boots. After greeting fans on a red carpet, she heads to packed dance floors and finally finds her way to go-karts.

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Hilton is invited to the party each year. But this scene took place in Paris World, Hilton’s virtual experience on Roblox. Hilton joined Roblox as an avatar. Hilton said that nearly 400,000 Roblox users visited her virtual Neon Carnival in mid-April, which was 40 times more than the actual number who attended it. (The digital event was sponsored and created in part by Levi’s by Brent Bolthouse.

Queen of the Metaverse
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This is a concept Hilton has had success with. She DJed a live set on New Year’s Eve in the same virtual universe, as her avatar. Paris World allows users to purchase virtual clothing, book jet ski rides, and pay to access a VIP section.

In an interview with CNN Business last month, Hilton stated that she has always been an undercover geek and was obsessed with the future. She added that “now my new nickname was ‘The Queen Of the Metaverse’,” referring to a title she used on the red carpet as well as in several of her social media posts. This sobriquet, which she uses on the red carpet, and according to 11:11 Media, was first used in the NFT space via Twitter.

Hilton is a long-standing trendsetter. After her 2003 debut of “The Simple Life,” a reality TV series, Hilton was arguably an influencer long before the term existed. Hilton is the great-granddaugther to Conrad Hilton and has been trying to redefine her public image as a successful businesswoman as well as to establish her reputation as an innovator.

She’s recently embraced two speculative but buzzy tech trends: The metaverse, which is a vision of an immersive virtual world, and Non-fungible Tokens (or NFTs), which are digital content pieces that are linked to the Blockchain, the digital ledger system that underpins various cryptocurrencies.

Hilton has made investments in several tech companies, including supporting digital avatar startup Genies, and animation app Immi. This allows NFT owners to bring their digital artworks to life. A Bored Ape Yacht Club NFT was also purchased by Hilton, which is a highly sought-after collection that has attracted celebrities. Hilton also has her own NFT artwork. Her latest NFT piece, the ” Iconic Crypto Queen”, was created in collaboration and sold for $1.111million. This is a nod towards 11:11 Media, Hilton’s new company named after her favorite hour of day.

Although the future of NFTs and the metaverse is still uncertain, it’s arguably more so for the former after the crypto market crashes this month. However, some believe there is real potential in celebrities who embrace virtual gatherings. Michael Inouye (principal analyst at ABI Research) said that celebrities can use virtual gatherings and products to connect with their audiences and fans. This could include virtual events, concerts and shows, as well as other forms of entertainment. They could also sell virtual merchandise to allow fans to show their support in both their real and virtual lives.

Hilton’s investment in digital products and services is only one part of her growing empire. Hilton brought 11:11 Media all her initiatives to life last fall. According to the company, her 19 product lines include fragrances, makeup, and clothing. They have generated over $4 billion in annual revenue. Her production company Slivington Moor Entertainment, which is behind television projects such as “Cooking with Paris” or “Paris Hilton in Love”, and her podcast company London Audio are also included.

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