Podcasting has a strong appeal to media spoilers and visionaries. In still developing environments, they see wet clay, potentially molded into an ideal material for long-narrative journalism or novels or game shows or musicals or memoirs.
Add Paris Hilton to their ranks. Hilton, the master of the earlier mass media era in the early tabloid-promoted era, is entering the podcast business with a new company, her own show and a whirlwind. often on a form will seek to produce the equivalent of a social network sound.
“This Is Paris” will premiere on February 22 in partnership with iHeartMedia, the radio giant that has become one of the biggest podcast distributors, with over 750 shows grossing more than 250 million downloads. down every month. Targeting more than 40 million Hilton followers across social media platforms, the new program will provide a blend of personal content and chats with family, friends and other celebrities of Miss. It will be the flagship of a planned seven-show series produced by the Hilton company, London Audio and iHeartPodcast Network. Other programs, including various servers, will be released over the next three years.
She said in an interview: “I have always been the innovator and the first mover when it comes to reality TV, social, DJ and now I really believe that voice and sound are the next frontier. according to the.
A key feature of her podcast would be the use of what Hilton calls “Podpost”: short (one to three-minute), shortened texts to mimic the rhythm and tone of the post on social networks. The “This is Paris” podcast feed will hold longer (approximately 45 minutes), more traditionally produced episodes weekly, with spaced Podposts filling the void several times per week.
“I really believe it’s like another form of social media,” explained Hilton. “I do a lot of things – as a DJ, a businesswoman, a designer and an author – so there will be a lot for me to talk about.”
The pre-planned Podposts categories will be inspired by Hilton’s famous catchphrases, including “It’s cool” for product recommendations, “Favorites” for cultural recommendations. and “This is My Hotline,” where Hilton will respond to voicemail messages sent by listeners. Conal Byrne, president of iHeartPodcast Network, said the company is currently looking to collaborate with brands for sponsorship at different levels.
“Her power in recommending products to her fans that she trusts is unmatched,” says Byrne.
Since the end of “The Simple Life”, her reality TV series with Nicole Richie, in 2007, Hilton, who will turn 40 this month, has branched into various fields through Her company, Paris Hilton Entertainment. Its assets include 45 retail stores and 19 product lines across categories such as perfumes, fashion and accessories. Before the coronavirus pandemic, Hilton was a highly sought-after DJ around the world who was paid $ 1 million per performance.
Under the new deal, iHeartMedia will fund the entire list of shows produced in collaboration with London Audio with a multi-million dollar budget. The two companies will be joint partners in each program and divide all revenue streams. After “This Is Paris”, the rest of the list is expected to target topics including beauty, health, dating, charity and technology, with Hilton and Bruce Gersh, president of London. Audio, is the executive producer.
“This is a medium that has a lot of dimensions and really allows you to connect with your audience in a unique way,” says Gersh. “Paris wants to participate wholeheartedly.”
Hilton, who named “Bill Gates and Rashida Jones Ask Big Questions” and Kate and Oliver Hudson’s “Sibling Revelry” among her favorite shows, immersed themselves in the media while on the go. home in Los Angeles during the pandemic.
“Usually, I travel 250 days a year and work continuously,” she said. “During this whole year in isolation, I’ve had more free time than I have ever had in my career. So I listened to a lot of podcasts and got really excited. When I cook, work or do my art, I always have them behind. “
Podcasts have become a favorite medium for celebrities who want to engage with fans as deeply as possible in a regular Instagram or Twitter post, while also avoiding being scrutinized and vulnerable when speaking. Talk to the press. Name recognition is a powerful advantage on the platform – popular podcast shows like Dax Shepard, Jason Bateman, Anna Faris and Bill Burr regularly appear in the top 50 of the Apple Podcasts chart. (In addition to the Hilton deal, iHeartMedia has teamed up with Will Ferrell and Shonda Rhimes for show groups.) And podcast audiences tend to be a relatively friendly group: No comments section to enhance behavior Their annoyance and podcast nature requires a degree of active participation that discourages detractors.
“I think once people understand that this is a platform they can directly interact with their fans,” said Tom Webster, senior vice president at Edison Research, a media research firm. without any intermediaries, it becomes a very attractive proposition.
Webster added that Hilton’s concept Podposts reminded him of the realm of proto-podcast audio blogging, in which writers for sites like The Quiet American and The Greasy Skillet signed up for short audio diaries. “It allows them to broaden their personal interests in ways they don’t in their day-to-day jobs,” he said.
“This is Paris” shares the same name as Hilton’s YouTube documentary, which was released last fall. In that film that had nearly 20 million views, she distance herself with the dashing, crude personality she has been identified since emerging in the glare of paparazzi bulbs two decades ago. Hilton also said that she was abused by administrators at a private boarding school she attended as a teenager, an experience she has still traumatized.
Podcasts are meant to follow the same circuit frankly. Hilton is recording it at a home studio (built for her music projects) and using her much discussed natural voice (in my opinion it’s deeper than the vocal most feminine but not an incredible departure).
“She talks in a very relaxed and approachable way, as opposed to a performer,” Byrne said. “Immediately, she was very natural about making it look like a direct phone call rather than a one-to-many media content.”
For Hilton, filming the pilot for the show was uncomfortable at first – unlike on social media, there are no captivating photos or videos to hide behind. “It’s just about the knowledge you’re bringing in and what you’re saying with your voice,” she said.
But soon she fell into a ditch. After all her life being the subject of interviews, she prefers to “turn things around” when she asks questions. Compared to her old job, going to work isn’t that bad either.
“I love being a relative at home,” she said, contemplating her new chapter. “I worked extremely hard to build my empire – now finally enjoy it.”