By Dawn Chmielewski

(Reuters) – Paris Hilton earns as high as $1,000,000 per night as a celebrity DJ entertaining guests at Ibiza, China and Dubai clubs.

This New Year’s Eve, she will be playing an electronic set for the revelers who drop by a venue of a different sort — her virtual island on Roblox.

Hilton designed an online island called Paris World. Visitors can see digital replicas her Beverly Hills estate with its dog home, explore a boardwalk inspired from the neon carnival wedding she and Carter Reum held earlier in the year at Santa Monica Pier, California and then explore the island by luxury sports cars or Sunray yachts.

Paris World, like other virtual hangouts will receive small fees for booking rides on jet-skis or purchasing virtual clothes.

“For me, the metaverse is somewhere that you can do everything you can do in real life in the digital world,” said Hilton, who worked to create aspects of her globe-trotting life for fans. “Not everybody gets to experience that, so that’s what we’ve been working together on over the past year — giving them all my inspirations of what I want in that world.”

Hilton is 40 and joins the ranks of brands and celebrities who are eager to embrace metaverse. This broad term refers to an ongoing virtual world. Facebook’s Mark Zuckerberg popularized the term this year he renamed the company to Meta to emphasize the metaverse’s central role to the company’s future.

Tommy Hilfiger and other brands launched an online ready-to-wear line for Roblox avatars. Nike The (NYSE) launched a virtual realm called Nikeland last November. Here, visitors can play dodgeball together, wear virtual Air Force 1 shoes, and even win medals. For millions of people online, Travis Scott and Lil Nas X hosted concerts in November.

Paris World, a new venture by 11:11 Media, is the latest for the reality TV star and socialite. Bruce Gersh, a veteran media executive, is aiming to capitalise on the emerging creator economy in which celebrity stars like LeBron James of Los Angeles Lakers leverage their power to make films, TV shows, podcasts and brand marketing, and sell merchandise.

Hilton is most widely known for the reality television show “The Simple Life,” in which she and celebrity socialite, Nicole Richie, ditched their limos to travel America aboard a Greyhound bus.

Hilton says the dumb blonde act was a put-on, “I was always in on the joke, but I knew exactly what I was doing. Behind the scenes, I was building a brand.”

The company revealed that she has turned her celebrity status from gossip pages into 19 consumer product lines including jewelry, perfume, clothing, cosmetics watches, footwear, handbags, and sunglasses. These products have combined generated $4 billion in sales over the last decade.

Reum, the husband of an investment banker introduced Hilton to Gersh. He was a former Walt. Disney To create a media business around one the most influential figures in pop culture (NYSE:) Co and Time Inc executives

Since those early discussions, 11:11 Media has launched “This Is Paris,” a podcast in which she speaks candidly about her family and friends, and a pair of reality TV series, “Cooking With Paris” on Netflix (NASDAQ:) and “Paris In Love,” about her engagement and marriage to Reum.

Hilton is also tapping into the popularity of non-fungible tokens and has teamed up with Blake Kathryn in order to sell three original pieces of digital artwork — one exceeding $1.1million according to Nifty Gateway.

“The final piece of the digital space is the metaverse,” said Gersh. “ We think that there’s a real opportunity for Paris to influence, even at a younger level than who her core customer is. We’ve built a fantastic, whimsical world that we believe her fans and new fans will just love.”