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    Paris Hilton has a podcast, with a twist

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    Being a media blocker and visionary is a strong attraction for podcasting. In the still-developed medium, they see wet clay, which is capable of long-term narrative journalism or fiction or game shows or music or memoir into an ideal pot.

    Add Paris Hilton to their ranks. Hilton, a master of the earlier mass-communication era at the tabloid-fuel erats, a new company, is joining the business of podcasts with its own shows and an unusual spin, wanting to create an audio equivalent to social media. .

    “This is Paris” will start on February 22 in partnership with iHeartMedia, the radio giant that has become one of the largest distributors of podcasts, with more than 750 shows collecting over 250 million downloads per month. Hilton has more than 40 million followers on social media platforms, the new show will offer a mix of personal content and interactions with her family, friends and other celebrities. It will head a major slate of seven shows produced by Hilton’s company, London Audio and the iHeartPodcast Network. Other programs, featuring different hosts, will be released over the next three years.

    “I’ve always been an innovator and first lover when it comes to reality TV, social, DJing, and now I really believe that voice and audio is the next frontier,” she said in an interview.

    A key feature of his podcast will be its use of a format that Hilton is calling “podposts”: short (between one and three minutes), stripped-down dispatches meant to mimic the tones and tones of posts on social media. “This Is Paris” will host a podcast feed longer (approximately 45 minutes), with intermittent podposts filling in intervals several times per week, with more traditionally produced episodes weekly.

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    Credit …Michael Yarish / Fox

    “I really believe it’s like another form of social media,” Hilton explained. “I do a lot of things – being a DJ, a businessman, a designer and a writer – so I’ll have a lot to talk about.”

    The preplayed categories of the podpost will be inspired by Hilton’s famous catchphrase, including “That’s Hot” for product recommendations, “Loves It” for culture recommendations, and “This Is My Hotline”, with mail messages sent by Hilton listeners Will answer IHeartPodcast Network President Conal Burn said the company is currently partnering with brands for sponsorship at various levels.

    Byron said, “Her power to recommend products to her fans, which she believes are unmatched.”

    Since the end of “The Simple Life”, her reality television series, Hilton, which will turn 40 this month with Nicole Richie in 2007, entered a wide range of industries through her company Paris Hilton Entertainment is. Its assets include 45 retail stores and 19 product lines in categories such as fragrance, fashion and accessories. Prior to the coronovirus epidemic, Hilton was a sought-after DJ worldwide, for which he was reported at $ 1 million per million.

    In this new deal, iHeartMedia will fund a slate of shows built entirely in partnership with London Audio on a multi-million dollar budget. The two companies will be joint partners in each show and will split all revenue streams. After “This Is Paris”, the rest of the slate is expected to lead to topics including beauty, wellness, dating, philanthropy and technology, with London and Audio president Bruce Gersh serving as executive producers .

    “It’s a medium that has a lot of dimensions and really allows you to connect with the audience in a unique way,” Gersh said. “Paris wanted to jump with all her heart.”

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    Credit …Rosie Marks for the New York Times

    Hilton, who named her “Bill Gates and Rashida Jones Ask Big Questions” and Kate and Oliver Hudson’s “Sibling Revival” as her favorite shows, immersed themselves in the medium while at home in Los Angeles during the epidemic.

    “Usually, I am traveling 250 days a year and working continuously,” she said. “During this whole year in quarantine, I have more free time than I ever had in my career. So I’ve been listening to a lot of podcasts and am really interested. When I’m cooking or doing my art. I’m always keeping them in the background when I’m working. “

    The podcast has become a favorite outlet for celebrities who are trying to connect with fans more deeply in a specific post on Instagram or Twitter, while it is possible to avoid the scrutiny and vulnerability that comes with speaking to the press. Name recognition is a powerful advantage on the platform – regularly appearing in the top 50 of the Apple Podcast Chart featured by celebrity podcasters such as Dax Shepard, Jason Bateman, Anna Faris and Bill Burr. (In addition to the Hilton deal, iHeartMedia has formed a joint partnership with Will Ferrell and Shonda Rhimes for the show’s slate.) And podcast audiences are a relatively friendly bunch: there are no comment sections to amplify unpleasant behavior, and podcasts by them has been done. Nature requires a level of active engagement that discourages drive-by detectors.

    Tom Webster, senior vice president of media research firm Edison Research, said, “I think once people understand that this is a platform where they can interact directly with their fans with any kind of middleperson. It’s a very attractive proposition. “

    Webster said that Hilton’s podpost concept reminded him of the proto-podcast area of ​​audio blogging, in which authors of websites such as The Quiet American and The Greasy Skillet posted short audio diaries. “It allows them to get out of their personal interests in a way they don’t get in their day job,” he said.

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    Credit …Youtube

    “This Is Paris” shares a name with Hilton’s YouTube documentary, which was last released. In the film, which has nearly 20 million scenes, she distanced herself from Blithe, satirizing the man with whom she has been identified since the paparazzi bulbs emerged two decades ago. Hilton also says that she was abused by administrators at a private boarding school she attended as a teenager, an experience she is traumatized by.

    Podcasts are meant to follow in the same clear vein. Hilton is recording it in a home studio (made for her music projects) and the use of her multi-faceted natural voice (which is to my ear, is not just her most spectacular trill but deeper than a dramatic departure ).

    “She Talking in a way that is very relaxed and accessible, as opposed to a performer, ”said Bern. “Immediately she felt like a one-to-one phone call and not one-to-many media asset.”

    For Hilton, recording the pilot for the show felt uncomfortable at first – by contrast on social media, there were no glamorous photos or videos to hide behind. “It’s only about the knowledge you’re bringing and what you’re saying with your voice,” she said.

    But soon he fell into a groove. After a lifetime of interviews, he is enjoying “turning the tables” as a question asker. Compared to his old jobs, traffic is not bad either.

    “I like living in a house,” she said reflecting her new chapter. “I’ve worked so hard to build my empire – now I finally have to enjoy it.”

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