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

Through this partnership, NBCU and TalkShopLive aim to create interactive shopping experiences featuring prominent personalities from the media company's properties, who will promote 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.

Hilton has produced TalkShopLive livestreams before. The multihyphenate commented about the upcoming event, “Being the first is always Iconic! TalkShopLive always provides the best experience for my fans to interact with me and buy 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!”

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

NBCU’s “vast reach combined with the strength and scale of TalkShopLive’s multi-embed point of sale technology is truly a groundbreaking partnership for what the future of video commerce and connecting the worlds of entertainment and retail looks like, by making every moment shoppable,” Moore said. “This collaboration is transformative for talent, brands and retailers seeking to reach new customers and drive sales.”

TalkShopLive's network of talent partners who have established ecommerce channels with the company includes 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.