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 Associated Links: Get Strata by Future Commerce Check out Future Commerce on YouTube Check out Future Commerce Plus for exclusive content and save on merch and print Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world Listen to our other episodes of Future Commerce Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.