The Paris Playbook: A Celebutante's Guide to Commerce
Future Commerce · with Adam Domian · April 29, 2026 · 35 min
Summary
This episode features Adam Domian, SVP & Head of Commerce and Audience at 11:11 Media, discussing how Paris Hilton has successfully transitioned from celebrity to brand operator. It delves into her approach to balancing licensing and equity-driven brands, leveraging her
Key takeaways
Celebrities are moving from licensing deals to becoming majority owners of their brands, indicating a shift towards greater control and equity in their ventures.
Social commerce in the US lags behind Asia not due to technology, but due to differing consumer habits. Brands need to understand and adapt to these cultural nuances.
In an AI-saturated market, 'founder energy' and authentic human connection become key differentiators for brands.
Trust is intrinsically linked to the individual. Platforms merely serve as channels for this trust to be established and communicated.
Archived content and legacy intellectual property can be repurposed as valuable commercial inventory.
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.
What does this episode say about influencer & creator?
Celebrities are moving from licensing deals to becoming majority owners of their brands, indicating a shift towards greater control and equity in their ventures.
What does this episode say about brand & content?
Social commerce in the US lags behind Asia not due to technology, but due to differing consumer habits. Brands need to understand and adapt to these cultural nuances.
What does this episode say about ai & automation?
In an AI-saturated market, 'founder energy' and authentic human connection become key differentiators for brands.
What does this episode say about influencer & creator?
Trust is intrinsically linked to the individual. Platforms merely serve as channels for this trust to be established and communicated.
What does this episode say about influencer & creator?
Archived content and legacy intellectual property can be repurposed as valuable commercial inventory.
