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NBCUniversal is leaning into video shopping in a new deal with TalkShopLive.

Under the partnership, NBCU and TalkShopLive plan to create shoppable livestreams featuring top talent from the media company’s properties, who will pitch sales of music, books, merchandise and more.

The pact kicks off Thursday, Aug. 22, when both TalkShopLive and NBCU’s E! Online will simulcast a livestream with Paris Hilton for her new album, “Infinite Icon.” On the livestream, Hilton will discuss the making of the album — and viewers can purchase autographed copies of the CD and vinyl versions of “Infinite Icon,” set to officially drop Sept. 6. Additionally, signed bookplates of her best-selling book “Paris: The Memoir” will also be available for purchase. The livestream starts at 8 p.m. Eastern on Aug. 22 and can be viewed on TalkShop.Live, Eonline.com and E!’s Instagram and Facebook accounts, ParisHilton.com, and Hilton’s Instagram feed and Facebook page.

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Hilton has produced TalkShopLive livestreams before. The multihyphenate commented about the upcoming event, “Being first is always Iconic! TalkShopLive always provides the greatest experience for my fans to engage with me and purchase my products in real time. I am excited to launch my new album ‘Infinite Icon’ with them through their new partnership with NBC and E!”

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L.A.-based TalkShopLive, founded in 2018 by CEO Bryan Moore and his sister Tina Moore, provides a commerce-enabled video player distributed across the web and social media. Sellers can use TalkShopLive to showcase their wares via live shows, displaying product details while chatting with viewers in real-time. Customers can purchase the items with a one-click “buy” button.

NBCU’s “massive reach paired with the power and scale of TalkShopLive’s multi-embed point of sale technology is truly a game-changing partnership for what the future of video commerce and bridging the worlds of entertainment and retail together looks like, by making every moment shoppable,” Moore said. “This partnership is transformative for talent, brands and retailers looking to reach new customers and drive sales.”

Jenny Depper, senior VP of E! News Digital, commented, “The audience scale we can deliver on a daily basis is incredible, so to expand our ecommerce footprint with TalkShopLive and bring shoppable livestreams to life across our social and digital ecosphere is an exciting next chapter for us.”

TalkShopLive’s roster of talent partners that have launched ecommerce channels with the company include Jennifer Hudson, Paul McCartney, Jennifer Lopez, Garth Brooks, Trisha Yearwood, Dolly Parton, Alicia Keys, the Jonas Brothers, Jamie Foxx, Drew Barrymore, Scottie Pippen, Meghan Trainor, Tim Tebow, Kristin Cavallari, Tim McGraw, Meredith Duxbury, Barbara Camila, Kelsea Ballerini, Haley Kiyoko, Kane Brown and Dude Perfect. Retailers and media companies that have partnered with TalkShopLive include Walmart, Target, Best Buy, Fred Segal, Mattel and BuzzFeed.

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