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Inside Paris Hilton's Multi-Billion Dollar Business - Video học tiếng Anh
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Inside Paris Hilton's Multi-Billion Dollar Business
Inside Paris Hilton's Multi-Billion Dollar Business
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0:00
I was never a dumb blonde. I was just very good at pretending to be one.
0:03
This is Paris Hilton
0:05
the pop culture icon
0:07
recording artist
0:09
DJ
0:09
and businesswoman.
0:11
Often described as the original influencer.
0:19
Here in New York at a hotel steeped in Hilton family history,
0:23
we discuss creating the character that made her a household name.
0:27
I realized at a very young age the power of a personal brand.
0:31
Owning it.
0:32
It's just incredible to be able to take my brand and my business to the next level.
0:36
And proving the critics wrong.
0:38
I didn't want to be known as the Hilton Hotel granddaughter. I wanted to be known as Paris.
0:44
CNBC Meets: Paris Hilton
0:54
I'm Tania Bryer and I've traveled to New York to meet Paris Hilton.
0:59
I love New York. I was born here, so I always feel like I'm coming home.
1:04
Paris grew up between here and Los Angeles where she lives today. But it was her time
1:09
here in New York as a teenager that marked the start of her public profile.
1:14
Moving to New York City, I was 15 years old. I was living here at the Waldorf
1:19
Astoria and my sister and I just started getting invited to every
1:23
single event and fashion show and it just like this whole new world opened up to me.
1:28
And then all of a sudden I was page six every day and all the different fashion magazines, tabloids
1:34
and everything and it was just like this whole new world and then just kind of creating this
1:40
character almost and then getting 'The Simple Life 'and then that's how the world got to know me.
1:46
What do you think was the biggest misconception about you at that time?
1:51
People assume just because of my last name that you know she must be spoilt.
1:56
Since I was a teenager, I've been working very hard to build this brand and all
2:01
the product lines and everything I have none of this was handed to me,
2:04
this is something that I worked very hard to do all myself.
2:08
But of course, I will always acknowledge that I'm very lucky and privileged to come from my
2:13
background and to be able to be exposed to meeting all these different types of people in this world.
2:19
I also know a lot of people who come from these type of families and a lot of them, you know,
2:24
they don't do anything with their lives and their parents just pay for everything. And
2:29
that's something that I always saw where I was like, I don't want to be like one of those people.
2:32
And I really always also saw success as freedom.
2:37
Today, Paris reaches well over 65 million followers across her social channels.
2:42
Yet, the OG influencer built her brand before social media even existed.
2:48
I realized at a very young age the power of personal branding. For so long, I always
2:54
looked up to my grandfather, Barron, and we were extremely close and he was my business mentor.
3:01
And I was always fascinated about what he built with Hilton Hotels. And I also
3:08
didn't want to be known as the Hilton Hotel granddaughter. I wanted to be known as Paris.
3:14
Moving here opened up my eyes to this whole new world. And then I noticed just all these different
3:19
brands and companies were reaching out to me to offer to pay me to wear their products or kind of
3:27
like what people do now today with influencing, but back then there wasn't really a word for it.
3:32
So yeah, I realized at a very young age the power of a personal brand.
3:37
In 2023, Goldman Sachs estimated the Creator Economy's value at
3:43
$250 billion dollars and projected it could reach $480 billion by 2027, almost doubling in size.
3:52
Do you take credit Paris for the success and scale of the Creator Economy now?
3:58
I feel really proud that I was always very ahead of my time and it wasn't like I ever just planned
4:05
like, oh, I want to be, you know, the original influencer. It happened very authentically where
4:11
I was just living my life and the tabloids and media loved following it and there was
4:19
no one really doing what I was doing and now it's like a multi-billion-dollar industry.
4:24
So, I feel really proud to have helped pioneer that and create the blueprint.
4:30
I think it's incredible how people can really turn their
4:33
personal brand into their own empire. And I love that I can inspire others
4:39
to follow their dreams and do that and create something that is theirs.
4:44
In 2006, Paris raised eyebrows when she launched a music career.
4:49
I've loved music my whole life. I was singing and playing the
4:53
piano and the violin since I was a little girl.
4:55
It was always my dream to be a pop star. So, doing my first album was
5:02
so exciting and was just amazing and just another way to help build my brand.
5:08
Her first single, Stars are Blind surprised critics with its reggae inspired sound.
5:14
"Even though the gods are crazy, Even though the stars are blind"
5:18
It was certified gold by the Recording Industry
5:22
Association of America for achieving half a million sales and downloads.
5:27
I'm really just so proud of that first album, especially Stars Are Blind, it's just a such a
5:32
timeless and iconic pop song, and I love that people still just love and enjoy it today.
5:39
In the 2010s, Paris pivoted away from pop and became a regular on the EDM scene.
5:46
Reports at the time said she could command up to a million dollars for a DJ set
5:52
and several outlets called her the highest paid female DJ in the world.
5:57
Fast forward to 2021. Paris Hilton co-founded 11:11 Media alongside industry veteran Bruce
6:04
Gersh, bringing together all her creative and commercial endeavors.
6:10
I've been in this industry for so long and I'm involved in so many different
6:14
business verticals and I have so many different product lines. So,
6:18
I really wanted to take all of my businesses and put it under one umbrella.
6:23
Plus, I've been such a multi-hyphenate for so long,
6:26
and a lot of these agencies weren't equipped for someone like me.
6:30
So, I really just wanted to build a team that had
6:34
the most brilliant people for every different vertical of my business.
6:38
It's kind of like my dream machine. So,
6:41
it's just incredible just to be able to take my brand and my business to the next level.
6:46
It's like almost 30 people on the team now, and we do everything from producing television shows,
6:52
podcasts, films, building IP and product lines and music, the metaverse, real estate,
7:03
and then also getting to partner with different brands and bring them into pop
7:08
culture. The possibilities are endless, and every day there's something new and exciting happening.
7:14
Inspired by Disney, 11:11 Media is built on a flywheel model comprising three segments.
7:21
Content such as Netflix series Cooking with Paris
7:24
Community or fan engagement
7:27
and commerce, meaning product lines like this cookware range.
7:32
With today's age especially, you need all of those for a company.
7:36
Having the content, the community with it as well,
7:39
and then commerce to go with it. So, it's just our business model for the media company.
7:45
It's amazing that we're able to do those on such a large scale globally.
7:50
Paris's licensed consumer products have generated $4 billion dollars in retail sales.
7:56
More than half of that figure has come from her perfume business alone.
8:01
Since 2004, she's released more than 30 fragrances.
8:05
I've seen so many others try and maybe they
8:08
have one or two and then it just doesn't happen anymore.
8:11
But I think with me, everything is created by me. This is products that I actually love and I
8:17
want to wear. I see some other people where they don't even wear their real products.
8:22
The consumer knows when it's not really authentic and it's not you.
8:28
Paris is a fourth-generation member of one of the world's best known business dynasties.
8:34
Her great-grandfather Conrad Hilton founded Hilton Hotels and her grandfather Barron
8:39
Hilton led the expanded corporation for decades, as Paris was growing up.
8:46
In 1949, Conrad took over management of this hotel, the Waldorf Astoria in New York.
8:52
He famously described it as the greatest of them all.
8:57
The Hilton family hasn't owned a stake in the hotel chain since 2007,
9:02
but the Waldorf Astoria still holds a place in Paris's heart.
9:06
And this portrait of Conrad is displayed at the hotel's Lexington Avenue entrance.
9:12
When you see the photograph of your Great-Grandfather, Conrad,
9:16
why do you think he loved the hotel so much?
9:18
This was something that was a dream of his to acquire this hotel one day,
9:23
and that dream came true for him.
9:25
He was just so brilliant. Really changing the
9:28
hotel industry in so many ways and innovating in so many ways.
9:32
And this hotel is just so historic and so many incredible things have happened here.
9:37
Conrad and his son Barron, your Grandfather, built a worldwide
9:42
hotel empire. Do you ever feel the pressure to live up to any of those achievements?
9:49
I feel so proud that I've created my own lane and my own brand. They've always inspired me
9:55
in so many ways. Definitely growing up as a teenager, that was a lot of pressure.
9:59
But now I feel that I've accomplished that now. So, it feels really gratifying.
10:08
Inside, Paris showed me an area of the hotel that holds special memories from her childhood.
10:14
I remember being a little girl and my sister and I were running around the Waldorf and
10:20
when they would have big events here, we would just come up here and just be like
10:24
looking over the balcony and like spying on everyone seeing what was happening.
10:28
There was always just so many exciting events happening here.
10:32
You never knew who you're going to run into in the elevator. It was
10:34
always like different Presidents and just people from all over the world.
10:39
You've talked about opening your own hotels. What would that look like?
10:43
It's always been a dream of mine to follow in my
10:45
family's footsteps and create my own hotels and I can't wait for that day.
10:51
I've traveled all around the world. I've been at the most incredible hotels. So,
10:54
really just taking all of my favorite parts and creating these spaces that are
10:59
iconic and innovative and a lot of tech involved. Like, I have so many different ideas.
11:07
I've been making mood boards and just brainstorming and yeah,
11:10
I can't wait to get started on that.
11:12
Paris grew up in the spotlight, sharing aspects of her life across tabloid, social media, and TV.
11:18
So, it's no surprise a reality series co-produced
11:22
by 11:11 Media followed her and husband Carter as they planned their wedding.
11:27
"Will you marry me, Paris?"
11:29
"Yes."
11:31
And started a family.
11:32
"My life is finally complete. I'm so obsessed."
11:36
How has marriage and motherhood changed you?
11:39
It's changed me in so many ways and really just made me realize what's most important in life.
11:45
I'm so lucky that I found my husband. I feel like timing is really everything.
11:50
We met at the perfect time in my life,
11:52
and my babies are my world. Just make me feel like the luckiest woman in the world every day.
11:59
I just want to soak in every moment because it goes so fast.
12:03
But we're having the best time and I love them.
12:05
Before my time with Paris came to an end, I got to meet another loved one.
12:10
This is Iconic Princess Hilton.
12:14
She's my new little baby. She's a Japanese long-haired teacup Chihuahua.
12:19
What does she mean to you?
12:21
She's like my little BFF. She reminds me so much of Tinkerbell,
12:26
who was my first dog, who I loved so much.
12:29
Just so sweet and so fun and just follows me everywhere and loves my babies.
12:36
And do your babies adore her?
12:37
Yeah, both my babies love animals so much because they've grown up with them their whole lives.
12:43
Ever the entrepreneur, Paris has launched a range of pet products
12:47
and an animated series inspired by her dogs.
12:51
Paris & Pups is on YouTube right now. An amazing animated series
12:56
about a girl named Paris Star who lives in a hotel called the Fabuluxe Hotel.
13:01
So, it was actually inspired from living here as well.
13:04
So, it's really fun and they just go on adventures together and spread sparkle wherever they go.
13:09
Thank you so much for introducing me to her.
13:11
Yes, my little baby.
13:15
AI is impacting the world significantly in
13:18
all different industries. How are you using it for your business and brand?
13:23
I am such an undercover nerd.
13:25
So, I am obsessed with technology and just everything that's coming out.
13:30
And I'm investing into so much tech that does AI. So I get to see a lot of this technology
13:35
before the public even gets to see it. So my team and I are always playing around with everything.
13:42
And we've actually been developing for years now my AI with voice, with everything. I love also AI
13:51
because I'm able to ideate and create on like a next level where it just makes it so much faster.
13:58
There's obviously the good and the bad that comes with it,
14:01
but I like to take the good parts. The possibilities are truly endless.
14:05
Do you feel now that you're given enough credit as a successful businesswoman?
14:11
Yes.
14:13
Definitely people are finally seeing that I was never a dumb blonde,
14:17
I was just very good at pretending to be one.
14:19
You know, for so long people underestimated me and only saw me as the kind of character that I
14:24
created. But for now, for people to see just what I've done and what I've created, it feels amazing
14:32
because for so long, I just feel like people just misunderstood me and they
14:35
didn't know that there was so much more to me.
14:38
Well, Paris, thank you so much for fitting me in today, there's so much you're busy with.
14:41
This was so much fun. I really enjoyed it.
