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TikTok’s most-followed creator, Khaby Lame, has sold his company in a landmark $900 million deal, marking one of the biggest monetisation moves ever by a digital creator. The agreement not only reshapes his global business footprint but also paves the way for an AI-powered version of Lame to expand his reach worldwide.
Senegalese-born Italian influencer Khaby Lame, whose silent reaction videos made him a global internet icon, has partially sold his company, Step Distinctive Limited, to US-listed Rich Sparkle Holdings. Under the deal, Rich Sparkle will hold exclusive global commercial rights to Lame’s brand for an initial period of 36 months.
According to Business Insider Africa, the company plans to scale Lame’s brand into a full-fledged commercial ecosystem, with ambitions to generate over $4 billion in annual sales once operations are fully established.
“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” Rich Sparkle said in a statement.
One of the most striking aspects of the deal is the approval to develop an AI-powered digital twin of Khaby Lame. The virtual version will produce multilingual content, host virtual livestreams, and engage audiences around the clock, allowing Lame’s influence to scale beyond physical limitations.
The strategy reflects a growing shift in the creator economy, where personality-led content is being transformed into long-term, technology driven businesses.
Despite selling his company, Khaby Lame is not stepping away. With nearly 360 million followers across social platforms, he will become a controlling shareholder in Rich Sparkle Holdings, retaining influence over the brand’s direction while benefiting as an equity stakeholder.
Often compared to silent-era legends like Charlie Chaplin and Buster Keaton, Lame rose to fame by mocking overly complicated online tutorials an approach that helped him transcend language and cultural barriers.
Beyond social media, Lame has also entered Hollywood, debuting in an action-comedy film titled “00Khaby” in 2024, further expanding his presence in global entertainment.
