Paris Hilton will sell NFTs and host virtual parties in The Sandbox

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Paris Hilton will sell NFTs and host virtual parties in The Sandbox

Paris Hilton announced this week that her company, 11:11 Media, will bring her world to the immersive virtual gaming world of The Sandbox.

There she will launch a “country”, in which she will interact with her fans and sell digital products. The platform said Hilton is “planning social and community events like rooftop parties and glamorous social experiences at its virtual Malibu mansion” – featuring 11 versions of Hilton-inspired avatars.

The Sandbox, which describes itself as a leading “decentralized virtual world” that is “part virtual real estate, part amusement park”, has 300 existing partnerships, with companies including Warner Music Group and the video game maker Ubisoft, as well as other celebrities such as Snoop Dogg and Steve Aoki, as well as brands such as The Smurfs and Adidas.

In an exclusive interview with CNBC, Hilton said she wanted to bring her own Roblox metaverse to other platforms.

“Snoop Dogg took his world out in there, which is amazing, and I was so excited when I saw that,” she said. “I’m really excited to bring the world of Paris everywhere – we’ll be working with a few other platforms.”

In The Sandbox, she’ll be selling Paris-inspired NFTs and hosting virtual parties — but she says that’s just the start of what she hopes to build.

“Right now, we’re primarily focused on experiences and not monetization, because that’s just not the focus right now,” Hilton said. “But we’re going to be doing digital clothing and working with different brands and there are a lot of exciting projects that I can’t announce yet.”

Hilton’s first step into the metaverse was when she built “Paris Hilton World” inside Roblox late last year. She kicked off the space with a virtual New Year’s Eve party in which her avatar played the role of DJ. Next, she DJed what she called a timed “Neon Carnival” festival at Coachella. Roblox said Hilton’s virtual world has been visited by nearly 544,000 fans, but it won’t say how much revenue it generated.

For Hilton, the virtual presence is an opportunity to reach more people — without the 250-day-a-year trips it made before the pandemic.

“On New Years Eve I was DJing in the Maldives. It was my honeymoon and I was playing and there were more people in Paris World than there were in New York Times Square,” said Hilton. “At the Neon Carnival we had almost half a million people there and in the real party there were 5,000. That’s the power of the metaverse where you can make people around the world people can enjoy and experience things that are usually, you know, exclusive events.”

Paris Hilton attends a vernissage of “Vogue x Snapchat: Redefining The Body, Curated By Edward Enninful OBE”, an augmented reality (AR) interactive exhibit, at La Malmaison Art Center on June 19, 2022 in Cannes, France.

David M. Benet | Getty Images

Hilton started investing in crypto in 2016 — before crypto’s meteoric rise and fall — and she’s been selling NFTs since last April. Before that market plummeted more recently, last year, she sold one for over $1 million. She’s also invested in a number of startups in the space, including Genies, which creates custom avatars and has attracted investments from former Disney CEO Bob Iger, artist and model Priyanka Chopra and d other luminaries.

Now Hilton is looking to connect its real-world businesses — like a line of tracksuits — to its digital businesses.

“We want to be able to do [something] where people could buy the tracksuit and then also get a digital version to wear for their avatar,” Hilton said. also occur in the metaverse at the same time.”

And it’s talking to other metaverse platforms to expand its presence. She didn’t say which ones, but said she liked this Facebook parent Meta do.

11:11 a.m. Hilton’s Media is private and does not reveal financials, but said the company’s business had doubled from last year to this year and it expects to generate tens of millions of dollars in profits this year.

It’s also unclear what kind of profit — or loss — she’s seen from her crypto investments over the years, but her company said it generated $3.5 million in revenue from NFTs this year. .

As for what’s going on with the metaverse and the NFTs it has promoted over the years, it’s too early to tell.

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