Khaby Lame sells company in $975 million deal, becomes controlling shareholder

MILAN: Khaby Lame — the Senegalese‑born, Italy‑raised TikTok sensation who turned silent reaction videos into global fame — has agreed to a blockbuster all‑stock transaction that values his personal brand company at up to $975 million, in a deal that reshapes how social media fame can be converted into long‑term business ownership.

Lame’s company, Step Distinctive Limited — which manages his global commercial activities, licencing and partnerships — was acquired by Rich Sparkle Holdings, a publicly traded Hong Kong‑based holding company, through the issuance of 75 million ordinary shares, according to a public SEC filing. Under the agreement, Lame becomes a controlling shareholder of the combined business.

From Laid‑Off Factory Worker to Global Brand Builder

Lame’s rise is emblematic of the explosive power of social media. After being laid off from his factory job at the height of the COVID‑19 pandemic in 2020, he began posting short, silent reactions to exaggerated “life hack” videos on TikTok. His trademark palms‑up shrug and deadpan expression communicated disbelief without words, making his content instantly universal and transcending language barriers.

By 2022, Lame had become TikTok’s most‑followed creator, a position he retained into 2026 with more than 160 million followers on the platform and an estimated 360 million across all social platforms — making him one of the most influential digital personalities in the world.

Unlike many content creators who rely solely on one‑off brand deals, Lame structured his fame into a business. Through Step Distinctive Limited, he oversaw partnerships with major brands, licensing agreements, and e‑commerce projects that tied his global reach to real commercial upside.

AI Digital Twin and Future Commerce Vision

A striking element of the deal is Lame’s authorization of an AI “digital twin” — a virtual version of himself created using his facial features, voice models, and behavioural data. This digital avatar will be used to host multilingual livestream e‑commerce content and engage global audiences 24/7, enabling brand activations far beyond traditional social media posting schedules.

Rich Sparkle executives say the partnership could unlock more than $4 billion in annual sales by combining Lame’s massive audience with scalable content production, global e‑commerce operations and AI‑enabled live shopping.

A Broader Shift in the Creator Economy

Industry analysts say the deal signals a new paradigm in the creator economy, where digital personalities are no longer just paid per post but own and scale businesses around their audience and intellectual property. Lame’s shift from influencer to equity stakeholder — and now to controlling shareholder in a publicly traded venture — highlights how creators can convert cultural influence into structured enterprise value.

Lame’s journey has also included high‑profile moments beyond the deal. He has appeared on major red carpets such as the Met Gala and starred in a Super Bowl ad campaign, further extending his reach beyond social platforms.

What It Means for Future Creators

For aspiring creators, the message is clear: building a brand today is not just about virality — it’s about ownership, structure and long‑term strategy. Khaby Lame’s transformation from a social video comedian to a major stakeholder in a near‑billion‑dollar media business could become a roadmap for the next generation of digital entrepreneurs.