Elon Musk’s X (formerly Twitter) has signed a partnership deal with Paris Hilton that focuses on live shopping amid the company’s efforts to boost its fortunes and following a CEO Linda Yaccarino interview that garnered widespread attention for some negative reasons.
What Happened: The collaboration is centered around live shopping and exclusive content creation to rejuvenate the platform’s financial outlook.
Under this two-year deal, Hilton will collaborate closely with X to produce four original video programs annually, including content for the emerging live shopping feature.
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Additionally, she will contribute content to other platforms, such as Spaces.
A noteworthy aspect of this partnership is the revenue-sharing agreement between Hilton’s 11:11 Media company and X. Although specific financial details have not been disclosed, both parties have described the arrangement as mutually beneficial, reported Financial Times.
This collaboration signifies a crucial test for X and its CEO. Yaccarino has been charged with reversing the platform’s declining revenues, which have been heightened by concerns over moderation policies following Musk’s acquisition of the company for $44 billion last year.
Why It’s Important: Last month, during the much-talked-about interview, Yaccarino addressed the issue of attracting advertisers back to the X and expressed optimism about achieving profitability by 2024.
However, the interview came under scrutiny because Yaccarino reportedly stumbled while responding to inquiries about X’s user metrics and remained steadfast in asserting her CEO authority despite Musk’s ongoing involvement.
There was also an abrupt addition of a new panel featuring Yoel Roth, former head of Twitter’s trust and safety department and vocal critic of Musk, that crashed Yaccarino’s debut at Code Conference.
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