Senegal-born TikTok sensation Khaby Lame, the platform’s most-followed creator, has finalized a landmark commercial deal valued at $900 million, marking one of the largest monetisation moves ever by a global digital influencer.
The transaction involves the partial sale of his company, Step Distinctive Limited, to U.S.-listed Rich Sparkle Holdings, alongside a broader strategic partnership aimed at scaling Lame’s commercial operations worldwide. Under the agreement, Rich Sparkle will hold exclusive global rights to Lame’s brand for an initial 36-month period, covering brand partnerships, endorsements, licensing, and e-commerce ventures.
The deal represents a shift from traditional influencer marketing to equity-driven creator commerce, with Lame becoming a controlling shareholder in Rich Sparkle Holdings. This positions him not just as a creative partner but as a key equity stakeholder in the business infrastructure built around his brand.
Rich Sparkle estimates that the integrated business model—combining traffic, fulfilment, operations, and proprietary technology—could generate more than $4 billion in annual sales once fully implemented. The rollout will initially focus on the United States, the Middle East, and Southeast Asia over the next three years, with the company collaborating with China-based Anhui Xiaoheiyang Network Technology for creator-led e-commerce execution.
In addition to commercial ventures, the deal authorizes the development of an AI-powered digital twin of Lame, allowing regulated use of his facial features, voice patterns, and behaviour for multilingual content, virtual livestreams, and round-the-clock engagement. The broader strategy also includes premium brand collaborations and co-branded intellectual property in beauty, fragrance, and apparel.
Rise to Global Fame
Khaby Lame became a global phenomenon through his silent, minimalist videos that humorously simplify overly complicated life hacks. His wordless content has broken language barriers, amassing an estimated 360 million followers across social media platforms and cementing him as one of the world’s most influential digital creators.
“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” said Rich Sparkle, highlighting how creator influence is evolving into industrial-scale business ventures with long-term revenue potential.
The deal cements Khaby Lame’s position as a pioneer in turning digital influence into large-scale business equity, setting a precedent for creators worldwide looking to transform popularity into sustainable enterprise.
