App signing the first big talent with X CEO Linda Yaccarino, where Paris Hilton becomes the first celebrity to sign an exclusive content deal as part of X's expanding video content push.
I mean, I’m not sure that Paris Hilton carries the sort of cultural cache that she did in, say, 2005, but she does have a huge online presence, and she has been at the forefront of many key trends.

According to Variety, Hilton will create four original video programs for the platform each year for at least the next two years-which may include live shopping broadcasts, audio chats in Spaces, and more-than just as a participant. He will also be a launch partner for new X products, services, and feature releases.

X has been building out a more robust presence for its creators, with an eye toward building out its content offerings, and eventually, according to owner Elon Musk at least, competing with YouTube for the best creative talent. Ideally, that'll then keep more people coming back to X more often to see the latest content, with X sweetening the creator pie via ad revenue share, enhanced subscriber options, improved video streaming, live streaming, and more.

The push also plays to Yaccarino's strength, in building out improved video streaming offerings.

In her previous role, Yaccarino was instrumental in establishing NBC's Peacock streaming service-now at more than 20 million subscribers-and it is this knowledge X wants to leverage over into its own video offering as it looks to marry up the popularity of X as a "second-screening" service-i.e. a complement to traditional TV viewing-with a more singular entertainment solution.

This is the former Twitter team's chance, which it has been attempting to do for years. Maybe now, with social platforms becoming such a viable option for entertainment similar to traditional TV shows, it can capitalize on this opportunity and turn the app into an entertainment portal.

That, of course, is going to require a little more star power than Paris Hilton. At the same time, though, it needs to start somewhere, and if Hilton is able to continue building her business through an expanded partnership with X, you can bet that other big names will also start to pay attention-and which could see more of them looking to sign similar content deals with the app.
That, in one sense, is particularly big. And though Hilton's recent rather enthusiastic embrace of NFTs probably didn't help to heighten her perceived cultural nous, if X can get Hilton's fans engaged in the app, and even buying products through shopping streams (note though: the details on this element are pretty fuzzy at this stage), that could be a big step.

At the very least, Hilton will be an excellent billboard for X's latest initiatives-which will at least have some of her fellow contemporaries looking its way.