Considered the original influencer, Paris Hilton looks to expand her brands with a new company. “I wanted to take it to the next level and bring all my companies under one media entity.”
In today’s crowded influencer space, one of the original creators of the personal brand is looking to take back her crown.her 2020 documentary “This Is Paris” and a new reality show about her engagement to venture capitalist Carter Reum on the way. She has a new memoir in the works, has launched podcasts and sold NFT art.
She created her new company, 11:11 Media, with Bruce Gersh, a former Disney and Time Inc. media executive, to cement and expand her brands. “Paris is considered one of the first modern celebutantes, which could be defined as a young woman who is not famous for a talent like acting or singing but merely because she is beautiful and wealthy,” said Kelli Burns, an associate professor at the Zimmerman School of Advertising & Mass Communications at the University of South Florida.Ms. Hilton paved the way for others who followed, such as Kim Kardashian and her sisters, Dr. Burns said.
But social-media influencers are no longer reserved for the wealthy or the few. Ms. Hilton’s re-emergence comes at a time when influencers, famous for being famous, are the norm. Creating a lucrative personal brand is a highly competitive field. Not only are TikTok influencers half her age signing deals in media, television and movies, celebrities and athletes have also moved toward making brands and companies based on their identity.
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