By
Bena Ilyas
April 23rd, 2024
The revenue-sharing deal will be beneficial for both Paris Hilton who has 16.6 million followers on X and the social media company whose experience of exclusive content agreement is the first of its kind.
Elon Musk‘s social media platform X (formerly Twitter) has signed an exclusive content deal with Paris Hilton and her 11:11 Media company. Within their unique two-year agreement, the pop music star will create four original video programs for the X platform per year. The content will include live-shopping broadcasts, Spaces audio chats, and “a host of new activations across all surfaces of X”.
In addition, Paris Hilton has been named as a launch partner for new X products, services, and feature releases by X CEO Linda Yaccarino.
The queen of pop culture, music, business, and TV is #Sliving on X. @ParisHilton welcome to the @X family, we're excited to launch an official partnership with you and your next-gen media company 11:11. Together we're going to create a launchpad for new initiatives in video and… pic.twitter.com/7ctohyn3Nb
— Linda Yaccarino (@lindayaX) October 2, 2023
The revenue-sharing deal will be beneficial for both Paris Hilton who has 16.6 million followers on X and the social media company whose experience of exclusive content agreement is the first of its kind. All the activities of Paris will be secured by X. For the latter, the agreement opens an opportunity to establish a stronger presence for creators, with a view to building out its content offerings.
Paris Hilton stated:
“I’m excited to announce an official partnership with X today. Together, we’re going to be exploring new ways to connect with all of you across video, live video, live shopping and even Spaces. And we’re just getting started. Loves it.”
Besides, the deal will allow X to compete with YouTube for top creative talent. The company is expecting to keep more people coming back to X more often to see the latest content, with X announcing ad revenue share, enhanced subscriber options, improved video streaming, live streaming, and more.
X Rebranding Ambitions
The agreement is also an opportunity for Linda Yaccarino to demonstrate her expertise in building out improved video streaming offerings. Prior to joining X in June 2023, Linda was a key player in establishing NBC’s Peacock streaming service, which now has over 20 million subscribers. For X, Linda has ambitious plans to completely rebrand the platform, fuel its growth, and increase its revenue. The first step of her strategy was changing the name of the platform from Twitter to X.
Soon after joining X, Linda made a series of changes to her executive team, including a shakeup to the company’s sales organization and a new head of content.In particular, she brought on board Brett Weitz, the former general manager of TNT, TBS, and truTV, as well as Monique Pintarelli – the former president of the media platform Teads, to oversee sales and partnerships.
Currently, X is struggling with generating enough revenue. To address financial issues, Linda is set to meet bankers at Morgan Stanley, Bank of America, Barclays, MUFG, BNP Paribas, Mizuho and Société Générale on October 5 and convince them that she has a plan to revive the X social network by boosting the advertising revenue or even by moving into areas such as subscriptions and payment.