11:11 Media, the new generation media company co-founded by Paris Hilton and Bruce Gersh, is launching immersive fan hub Slivingland on Roblox. (“Sliving” being Hilton’s catch phrase fusing “slaying” and “living your best life”).
The Slivingland fan hub is a 24:7 experience where Hilton’s fans (for the record, 70 plus million on social platforms worldwide) can gather to engage with her brand’s entertainment content, including new music, podcasts, TV shows, films, and partner projects.
In a statement, Hilton describes it as “a place where we can connect, create, and sliv together, making unforgettable memories in a whole new virtual universe.”
“Slivingland is not just a world; it’s an immersive experience that embodies creativity, entertainment, and collaboration,” adds 11:11 Media’s Director of Web3 and the Metaverse Cynthia Miller.
Already underway, there will be an immersive live DJ performance on August 25 that promises to blur the lines between real life and the virtual world. Additional features include holograms and a nightclub with a music mini-game on the dancefloor. Another major component of the experience will be a photo feature, use of which will unlock new collectibles.
To celebrate the launch, Hilton will be also dropping 10 limited-edition digital fashion items in the experience until the end of September. Inspired by the trends of Y2K, these include accessories like pink headphones, choker necklaces and a digital version of Hilton’s real life pink “Sliving Suit.”
Slivingland is part of a bigger metaverse and Web3 play for the music and entertainment industries — offering new ways for people to flex their fandom alongside new revenue streams.
Metaverse experiences such as those on Roblox offer persistent immersive spaces where fans can connect with their favorite artists via their avatars for a more personalized and engaged experience. They allow talent to scale these interactions, sell virtual merchandise and develop brand partnerships.
At the end of last year digital fashion retailer DRESSX announced a partnership with Music Group which will ultimately provide a platform for select WMG artists to design their own virtual fashion lines with virtual clothing for fans to collect across Instagram, Snapchat, and other platform partners.
The deal both creates additional outlets for fans to show their allegiance and will enable artists to unlock new revenue streams. A recent collaborative project is its Hip-Hop at Fifty, a digital fashion collection celebrating the cultural phenomenon. Also available in augmented reality, it features streetwear styles that have defined hip-hop’s influence on fashion.
Elsewhere, Nick Adler, co-founder of connected vintage fashion brand MNTGE points to potential use cases of Web3 technology for storytelling around both sports and music events, where your ticket can be embedded into a phygital garment via ERC-6551 technology to unlock perks and features at events and open up opportunities for gamification.
The Slivingland experience has been created in collaboration with Sawhorse Interactive, the developers behind metaverse experiences for names such as Elton John, Karlie Kloss, Alo Yoga, and Tommy Hilfiger.
11:11 Media has previously partnered with brands including L’Oreal’s Urban Decay, Hilton Hotels, Klarna, NBC, iHeart Media and Taco Bell.
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