A fuschia Bentley drives down a twisty desert road toward the entrance of the Neon Carnival, an after-party held each year during Coachella. Paris Hilton has arrived. Her hair is in pigtails, twisted in part with white flowers, and she's wearing a sparkly pink romper that matches her platform boots. She greets fans on a red carpet, heads to a packed dance floor and eventually finds her way to the go-karts.
Hilton attends the invite-only party in person each year, but this particular scene played out last month in Paris World, Hilton's virtual experience on popular gaming platform Roblox, where she joined as an avatar. Nearly 400,000 Roblox users visited her virtual Neon Carnival that mid-April weekend, about 40 times the number of people who went in real life this year, according to Hilton. (The digital event was sponsored by Levi's and designed in part by Brent Bolthouse, the founder of the original Neon Carnival).
It's a concept Hilton has seen success with before. On New Year's Eve, she DJed a live set in the same virtual world, playing as her avatar. In Paris World, users can also buy virtual clothing, book a jet ski ride or pay to gain access to a VIP section of a club.
"I've always been an undercover nerd, so I've been obsessed with anything to do with technology and the future," Hilton told CNN Business in an interview last month. "Now my new nickname is 'The Queen of the Metaverse,'" she added, referring to a sobriquet she has used on the red carpet and in a number of her social media posts, which, according to her company 11:11 Media, first emerged in the NFT space on Twitter.
Hilton has long been a trendsetter. She arguably became an influencer before the term even existed after her reality TV show, "The Simple Life," debuted in 2003. But Hilton, the great-granddaugther of hotel mogul Conrad Hilton, has also been working to redefine her public image as a successful businesswoman and to cement her status as an innovator.
Recently, she's embraced two buzzy but speculative trends in tech: the metaverse, a vision for an immersive virtual world that still does not exist; and non-fungible tokens, known as NFTs, which refer to pieces of digital content linked to the blockchain, the digital ledger system underpinning various cryptocurrencies.
Hilton has invested in multiple tech companies, including backing digital avatar startup Genies and , which allows some NFT owners to bring the characters in their digital artwork to life. She also bought a Bored Ape Yacht Club NFT, a pricey and highly sought after collection that's attracted celebrity buyers. Hilton has also created her own NFT artwork. One of her latest NFT pieces, called the "" and created in collaboration with popular NFT artist Blake Kathryn, sold for US$1.111 million -- a nod to 11:11 Media, Hilton's new company named after her favourite time of day.
While the future of both the metaverse and NFTs remains unclear, arguably all the more so for the latter after a this month, some say there is real potential for celebrities who embrace virtual gatherings and products. "For celebrities, like brands, this is another way for them to engage with their fans and audiences," said Michael Inouye, a principal analyst at ABI Research. "This could be through virtual events, concerts, shows and more. They could sell virtual merchandise so fans could show their fandom both in their real and virtual lives."
Her bet on these digital products and services is just one piece of Hilton's growing empire. Last fall, Hilton brought all of her initiatives under 11:11 Media. The company includes her 19 product lines, such as fragrances, clothing and makeup, which have surpassed over $4 billion in all-time revenue, according to the company. It also includes her production company Slivington Manor Entertainment -- which is behind TV projects including "Cooking with Paris" and "Paris Hilton in Love" -- and her podcast company London Audio.
"We are growing quickly and want to find the talent of people who are interested in this space," said Hilton. To that end, Hilton is partnering with ZipRecruiter, an online platform for job seekers, to add more employees to her roster. 11:11 Media is soon launching a sweepstakes for someone to win a mentorship program with her in Los Angeles to learn many of the aspects of running her business.
"Mentorship is also something that's really important for me. My mentor was my grandfather," she said of the late Barron Hilton, the business magnate who was the former president, chairman and CEO of Hilton Hotels Corporation. "It's just all the advice he gave me and the support has really stuck with me throughout my career. I want to be able to do that for someone else."
In 2019, Hilton emerged as one of the earliest celebrity promoters of NFTs. She was approached by a friend who was raising money for recovery efforts related to Australia's wildfires at the time. When Hilton was asked to create a digital art piece on her iPad, she one of her cats, Munchkin. All went to charity.
"I then found myself on sites such as Clubhouse during the pandemic talking to artists about the NFT world and meeting with leaders in the space," she said. "I became obsessed with it and started collaborating with artists. ... It's something I really believe in."
Since then, she has become a public voice for NFTs. During an appearance on "The Tonight Show Starring Jimmy Fallon" earlier this year, Hilton and Fallon of their Bored Ape NFTs in a conversation that described as "frankly, hallucinogenic." The year before, she used her time on the show to on how NFTs work.
Other celebrities including Snoop Dogg, Lindsay Lohan and Shawn Mendes have launched their own NFTs. But recently there have been signs the NFT market may be deflating. The NFT market to a daily average of about 19,000 sales earlier this month compared to 225,000 in September, according to data cited by the Wall Street Journal.
In 2021, then-Twitter CEO Jack Dorsey his first-ever published tweet as an NFT, for cryptocurrency valued at $2.9 million, but when the man who purchased it put it up for sale, it attracted offers at a fraction of the price.
The price of Bitcoin -- the largest cryptocurrency -- dropped below $30,000 earlier this month and has struggled to rise above that level since then. It remains down more than 50% from its record high in November. Other cryptocurrencies have been hit hard too in recent weeks.
Along with the risks associated with the volatility of NFTs and the broader crypto space, scams and also persist. Some celebrities have also had class-action lawsuits filed against them for allegedly participating in so-called "pump and dump" crypto schemes.
"These have usually been associated with cryptocurrencies where the celebrity will hype it up and then when people invest in it they in turn around and sell their currency at a profit," said Inouye. "This speaks to the less savory side of all of NFT-blockchain-crypto, which is at least in part driven by hype and speculation."
Hilton said she's been cautious not to give advice on what people should buy, noting she's only interested in NFTs to "support the artists" and "not for investment reasons."
Hilton has proven herself as a successful entrepreneur for years but she said public perception of her -- which was fixated on her heiress and socialite status -- didn't shift until the release of 2020 documentary "This is Paris." The film, released on YouTube and since viewed more than 58 million times, called out she allegedly faced at a boarding school facility as a teenager.
"The documentary changed my life in every single way," she said. "For so long, people had so many misconceptions of me because of the character I was playing ... almost like a coping mechanism. Now they understand who I actually am and what I've been through. I'm not a dumb blonde. I'm just very good at pretending to be one."
Since the release of the documentary, she has worked to change laws in seven states as part of an effort to . Earlier this month, Hilton to discuss new legislation aimed protecting children in such programs.
"I will always be grateful to 'The Simple Life' because it really helped me launch my brand and all my businesses. But there is so much more to me," she said. "I want to be known and respected for the businesswoman I am, the business and brand that I've created and for being an advocate for children who have suffered from the abuse and trauma that myself and so many others have."
Hilton said she continues to look for new ways to innovate on and offline, grow her NFT collection and help others grow their own brands.
"It's amazing now with the technology available to anyone from their living room -- if they have Wi-Fi connection, an iPhone or whatever they're capturing their content on -- they are able to build a brand, support their families, be themselves and express themselves in that way," she said. "It makes me proud that I created this new genre of a celebrity. ... I love being an innovator and someone who is a first at things. It's just incredible to see what that's morphed into."
Canadian musician Jacob Hoggard has been found not guilty of sexually assaulting a young woman in northeastern Ontario eight years ago. The former Hedley frontman had pleaded not guilty to sexual assault.
Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been 'randomly targeted.'
An Ontario child died last month after coming into contact with a rabid bat in their bedroom, which was the first known human rabies case in Canada since 2019.
NDP House leader Peter Julian says there's more his party wants to do in Parliament before the next election, but if the current dysfunction continues it will become a factor in how they vote on a confidence measure.
A judge ripped into a Colorado county clerk for her crimes and lies before sentencing her Thursday to nine years behind bars for a data-breach scheme spawned from the rampant false claims about voting machine fraud in the 2020 presidential race.
A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.
A French judge in the trial of dozens of men accused of raping an unconscious woman whose now former husband had repeatedly drugged her so that he and others could assault her decided on Friday to allow the public to see some of the video recordings of the alleged rapes.
A teen charged with the murder of another teen on Prince Edward Island last year has pleaded guilty to a lesser charge of manslaughter.
At least two people are dead and others are injured after a fire ripped through a century-old building in Old Montreal early Friday morning, sources told Noovo Info.
Canadian musician Jacob Hoggard has been found not guilty of sexually assaulting a young woman in northeastern Ontario eight years ago. The former Hedley frontman had pleaded not guilty to sexual assault.
Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been 'randomly targeted.'
The body of a British Columbia mountain climber has been located and recovered after the 39-year-old man was reported missing during a solo climb on Washington state's Mount Baker earlier this week.
A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.
At least two people are dead and others are injured after a fire ripped through a century-old building in Old Montreal early Friday morning, sources told Noovo Info.
A teen charged with the murder of another teen on Prince Edward Island last year has pleaded guilty to a lesser charge of manslaughter.
A judge ripped into a Colorado county clerk for her crimes and lies before sentencing her Thursday to nine years behind bars for a data-breach scheme spawned from the rampant false claims about voting machine fraud in the 2020 presidential race.
Oklahoma's top education official is seeking to purchase 55,000 Bibles for public schools and specifying that each copy contain the Declaration of Independence and U.S. Constitution, which are not commonly found in Bibles but are included in one endorsed by former President Donald Trump.
A French judge in the trial of dozens of men accused of raping an unconscious woman whose now former husband had repeatedly drugged her so that he and others could assault her decided on Friday to allow the public to see some of the video recordings of the alleged rapes.
The U.S. and British militaries struck more than a dozen Houthi targets in Yemen on Friday, going after weapons systems, bases and other equipment belonging to the Iranian-backed rebels, U.S. officials confirmed.
The fallout from storm damage to a North Carolina factory that makes critical hospital supplies will be felt broadly and could linger, experts say.
Prayer chants and the sounding of traditional ram's horns fill the air in the town of Uman, in central Ukraine, as thousands of pilgrims join an annual gathering to mark the Jewish new year, despite the war against Russia.
NDP House leader Peter Julian says there's more his party wants to do in Parliament before the next election, but if the current dysfunction continues it will become a factor in how they vote on a confidence measure.
Prime Minister Justin Trudeau is set to announce funding to support French-speaking African countries and initiatives to promote the French language in the Francophonie.
Defence Minister Bill Blair says Israel has the right to defend itself in 'a calibrated and proportional way' following Iran’s ballistic missile attack against Israel on Tuesday.
An Ontario child died last month after coming into contact with a rabid bat in their bedroom, which was the first known human rabies case in Canada since 2019.
When an Ontario doctor refused to sign off on a mammogram for 38-year-old Sidra Lone, the mother of four says she was left with no choice but to lie.
The recent rabies-related death in Ontario has raised concerns about human exposure, but an assistant professor at the University of Guelph says we can learn a lot from the health of bat populations.
Scientists announced on Thursday a milestone in neurobiological research with the mapping of the entire brain of an adult fruit fly, a feat that may provide insight into brains across the animal kingdom, including people.
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Alphabet's Google is testing showing check marks next to certain companies on its search results, a company spokesperson said on Friday, in a move aimed at helping users identify verified sources and steer clear of fake websites.
You might be thinking, 'Shut up!' but it’s officially true: the 'Princess Diaries' franchise is finally growing.
Legendary singer Paul Simon has said he is 'optimistic' about being able to return to performing live after losing most of his hearing in his left ear.
The jury tasked with determining if Canadian musician Jacob Hoggard sexually assaulted a young woman in northeastern Ontario eight years ago began deliberating Friday after nearly two weeks of testimony that saw the singer and his accuser give starkly different accounts of what happened.
Brazil's Supreme Court said on Friday that lawyers representing social media platform X did not pay pending fines to the right bank, postponing its decision on whether to allow the tech firm to resume services in Brazil.
Canada's airlines have failed in their challenge of air passenger protection rules that the federal government implemented in 2019.
The Vatican Bank has fired two employees whose recent wedding violates a newly-introduced ban on marriages between staff.
A five-seat sushi counter located inside another restaurant is the latest Vancouver eatery to receive a Michelin star.
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What does New Westminster's təməsew̓txʷ Aquatic and Community Centre have in common with a historic 68,000-seat stadium in Beijing, an NFL stadium and the aquatics venue for the Paris Olympics? They've all been named among the world's most beautiful sports venues for 2024.
Paul Pogba has had his four-year ban for doping reduced to 18 months after appealing to the Court of Arbitration for Sport.
The NFL saw its fewest number of concussions in the preseason since tracking started in 2015.
Caitlin Clark has been named the WNBA Rookie of the Year in a near-unanimous vote, giving the Indiana Fever back-to-back winners after Aliyah Boston won the honour last season.
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A group of classic car enthusiasts donated hundreds of blankets to nursing homes in Nova Scotia.
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The grave of a previously unknown Canadian soldier has been identified as a man from Hayfield, Man. who fought in the First World War.
A group of classic car enthusiasts donated hundreds of blankets to nursing homes in Nova Scotia.
Moving into the second week of October, the eastern half of Canada can expect some brisker fall air to break down from the north
What does New Westminster's təməsew̓txʷ Aquatic and Community Centre have in common with a historic 68,000-seat stadium in Beijing, an NFL stadium and the aquatics venue for the Paris Olympics? They've all been named among the world's most beautiful sports venues for 2024.
The last living member of the legendary Vancouver Asahi baseball team, Kaye Kaminishi, died on Saturday, Sept. 28, surrounded by family. He was 102 years old.
New data from Greater Vancouver and the Fraser Valley shows a surge in supply and drop in demand in the region's historically hot real estate market.
A dispute over the ownership of a Surrey condo that contributed to a falling-out between sisters has been addressed in B.C. Supreme Court.
Cyndi Fosco was born with severe myopia. When her vision deteriorated to only 5 per cent, she knew she needed help navigating. So three years ago, she was matched with her service dog Aaliyah.
The body of a British Columbia mountain climber has been located and recovered after the 39-year-old man was reported missing during a solo climb on Washington state's Mount Baker earlier this week.
Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been 'randomly targeted.'
Canadian musician Jacob Hoggard has been found not guilty of sexually assaulting a young woman in northeastern Ontario eight years ago. The former Hedley frontman had pleaded not guilty to sexual assault.
Toronto Public Health has confirmed two cases of listeria in the city believed to be connected to ready-to-eat deli meat products sold by Summerhill Market.
Three Calgary businesses have been ordered to shut down after inspectors discovered evidence of uninspected meat.
A person was airlifted to hospital following a serious crash in Taber, Alta., on Friday morning. Taber RCMP responded to the scene on Highway 864 around 10:30 a.m., for a crash involving an SUV and a semi-truck.
Alberta Health Services (AHS) says it is taking immediate action to expedite care for patients who had referrals to community health-care providers delayed.
The owner of a Gatineau, Que. café says it's 'silly' that Quebec's language watchdog is telling the business to write its Instagram posts in French.
Gas prices in Ottawa are set to rise this weekend after a slight uptick overnight.
Canadian musician Jacob Hoggard has been found not guilty of sexually assaulting a young woman in northeastern Ontario eight years ago. The former Hedley frontman had pleaded not guilty to sexual assault.
At least two people are dead and others are injured after a fire ripped through a century-old building in Old Montreal early Friday morning, sources told Noovo Info.
The owner of a Gatineau, Que. café says it's 'silly' that Quebec's language watchdog is telling the business to write its Instagram posts in French.
A 28-year-old female driver was seriously injured in a three-vehicle collision Friday afternoon in Saint-Rémi, Montérégie, reports the Sûreté du Québec (SQ).
Alberta Health Services (AHS) says it is taking immediate action to expedite care for patients who had referrals to community health-care providers delayed.
A man is dead after he became trapped in a trench on Friday morning.
Four people were injured after a serious two-vehicle crash north of St. Paul, Alta. on Thursday.
A teen charged with the murder of another teen on Prince Edward Island last year has pleaded guilty to a lesser charge of manslaughter.
The federal Fisheries Department says it is concerned about a "pattern" of violence and threats toward its enforcement officers after two tense incidents off southwestern Nova Scotia last month.
Friday marked the grand opening of 22 new seniors' apartments built from the ground-up on Pitt Street in Sydney Mines, N.S.
A new report from Doctors Manitoba is calling for major changes to the way sick notes are issued in Manitoba, saying they are a waste of time for doctors and employers.
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Manitoba RCMP arrested a man after he allegedly pulled over two women on the highway pretending to be an RCMP officer.
A Saskatchewan man living in the United States has pleaded guilty to possessing child pornography after he unknowingly provided disturbing videos to an FBI agent he thought was a pedophile.
Volunteer groups across southeast Saskatchewan are dealing with the effects of inflation while trying to raise money for community projects.
Regina kids facing mobility issues were gifted toy cars through the Go Baby Go program.
Police have laid charges after a car crashed into the side of a Kitchener home early Friday morning.
Melissa Duff-Shore, a Cambridge, Ont. woman who killed her daughter in 2020, has been ordered to a forensic hospital in St. Thomas.
The recent rabies-related death in Ontario has raised concerns about human exposure, but an assistant professor at the University of Guelph says we can learn a lot from the health of bat populations.
The Saskatchewan Teachers' Federation hosted a virtual election forum on education Thursday evening, giving candidates in the provincial election a chance to share their thoughts and answer questions on issues teachers find most important.
A Saskatchewan man living in the United States has pleaded guilty to possessing child pornography after he unknowingly provided disturbing videos to an FBI agent he thought was a pedophile.
Saskatoon police arrested a homeless person at the scene of an encampment underneath the University Bridge on Friday morning.
Canadian musician Jacob Hoggard has been found not guilty of sexually assaulting a young woman in northeastern Ontario eight years ago. The former Hedley frontman had pleaded not guilty to sexual assault.
Two police officers in Greater Sudbury required medical attention for injuries they received arresting a man for the second time in just two days.
Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been 'randomly targeted.'
The Ministry of Labour is investigating a workplace incident that claimed the lives of two people in Georgian Bluffs, south of Owen Sound.
Eleven victim impact statements were submitted into court during the proceedings.
Middlesex OPP have shuttered a road between Mount Brydges and Komoka today - Amiens Road is currently closed between Glendon Drive and Oriole Drive.
A woman whose son died last month while at a Penetanguishene, Ont. beach with another family member wants to see safety increased at the beach.
The Ministry of Labour is investigating a workplace incident that claimed the lives of two people in Georgian Bluffs, south of Owen Sound.
Provincial police are investigating a collision along Highway 400 in Tay Township Friday afternoon.
A London, Ont. man, who pleaded guilty earlier this year in a harassment case, has been sentenced to two months in jail for criminal harassment of a Windsor, Ont. family.
Hike Metal has added more security since a $20,000 ship propeller was stolen, while Crime Stoppers is still looking for tips on possible suspects
The City of Windsor is on the right path to adding much needed housing inventory to the stock, according to city officials.
The body of a British Columbia mountain climber has been located and recovered after the 39-year-old man was reported missing during a solo climb on Washington state's Mount Baker earlier this week.
Many British Columbians were shaken awake early Friday morning when an earthquake struck in the Strait of Georgia, about 18 kilometres southwest of Tsawwassen.
NDP Leader David Eby is vowing to raise British Columbia's speculation and vacancy tax on empty homes if re-elected premier this month.
Three young suspects have been arrested in connection with a swarming attack on a teenager in B.C.'s Okanagan last week – and authorities have asked the public to stop circulating disturbing videos of the incident.
A father in Kelowna is furious after his 13-year-old daughter was brutally beaten on Gyro Beach. He is calling for criminal charges in the devastating attack, which was caught on video by multiple bystanders.
The officer who shot and killed a forcible confinement suspect in Kamloops two years ago was justified in doing so, according to the Independent Investigations Office of B.C.
A person was airlifted to hospital following a serious crash in Taber, Alta., on Friday morning. Taber RCMP responded to the scene on Highway 864 around 10:30 a.m., for a crash involving an SUV and a semi-truck.
To enhance inclusivity at Lethbridge Polytechnic, the institution has launched a new accessibility micro-credential.
WestJet has changed its operations at the Lethbridge Airport, and it means there's now only a single daily flight from Lethbridge to Calgary, down from three flights a day, as offered previously.
Two teens, ages 14 and 19, have been charged with arson in connection with a July 14 fire in Cat Lake First Nation that destroyed $500,000 in construction materials.
A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.
A suspect who accused Thunder Bay police of being responsible for his throat injury actually hurt himself when he swallowed a large amount of drugs.
He may not have logged the fastest time or even gone the full distance, but residents of a Newfoundland town agree the goat who unexpectedly joined the local weekend half marathon was the event's undisputed champion.
A mother in a community where the cost of living is one of the highest in the country says grocery prices are 'inhumane' and retailers are putting profits ahead of people’s basic human right to food.
A soccer game in England on Tuesday night drove a spike in online traffic across the Atlantic to a website launched by the Newfoundland and Labrador government.
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