Paris Hilton's 11:11 Media is at the intersection of Celebrity, Social Commerce, and Culture

What happens when a cultural figure with 20 years in the limelight decides to become a brand operator? Adam Domian, SVP & Head of Commerce and Audience at 11:11 Media, joins Phillip and Brian to break it down. From Walmart shelves to TikTok lives, Adam shares how Paris Hilton's portfolio balances licensing cash flow with equity-driven brands like Parive, and why "founder energy" is becoming a moat in an AI-saturated marketplace, especially with someone “sliving” such a dynamic and coveted life. 

Commerce Is Hot

Key takeaways:

• The licensee-licensor era is giving way to the celebrity-as-majority-owner era.
• US social commerce lags Asia because of consumer habits, not the technology itself.
• Trust travels with the person—platforms just shape the dialect.
• Once everyone has AI, cultural instinct becomes the differentiator.
• Archive footage is the new commercial inventory for legacy IP.

Key Quotes:

[00:14:31] "She is the same person across those platforms; it just allows us to lean further into different aspects of her life." — Adam Domian

[00:19:15] "She was in the labs with the chemists from day one. [Parivie] product development took two and a half, three years." — Adam Domian

[00:23:44] "We have Paris and her cultural pulse as an asset to these businesses, but 80% of it is running a traditional playbook." — Adam Domian

[00:26:16] "When everybody's leveraging AI, there's a moment of parity. The humanness becomes the differentiator." — Adam Domian

In-Show Mentions:

• 11:11 Media
• M13
• Parivie

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