Khaby Lame, the Senegalese-born TikTok sensation with the largest following on the platform, has clinched a groundbreaking commercial agreement worth around $900 million, representing one of the most substantial monetization efforts by a digital creator worldwide.
Lame, known for his central role at the opening night of Web Summit 2025 at the MEO Arena in Lisbon, Portugal, has entered into an acquisition and strategic partnership with US-listed Rich Sparkle Holdings. This deal grants Rich Sparkle exclusive global commercial rights to Lame’s brand for an initial 36-month term. Lame is set to become a controlling shareholder, transitioning from traditional influencer marketing to an equity-driven creator commerce model. This move heralds a new era in converting global digital influence into significant business revenue.
The transaction involves the partial sale of Lame’s company, Step Distinctive Limited, to Rich Sparkle Holdings, which revealed the acquisition alongside a broader strategic partnership aimed at expanding Lame’s commercial operations globally. Under the agreement, Rich Sparkle, through its operating partners, will hold exclusive rights to Khaby Lame’s global commercial activities, encompassing brand partnerships, endorsements, licensing, and e-commerce initiatives. This marks a shift from conventional influencer marketing to a platform-driven business model.
Rich Sparkle anticipates that the integrated structure, combining traffic, fulfillment, operations, and proprietary technology, could generate over $4 billion in annual sales once fully operational. As part of the deal, Khaby Lame will gain a controlling stake in Rich Sparkle Holdings, positioning him not only as a creative partner but also as an equity stakeholder in the commercial infrastructure surrounding his brand.
“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company stated, highlighting the potential for unprecedented shareholder value through the combination of a US-listed platform, globally recognized content IP, and supply chain expertise.
The commercial strategy will initially target the United States, the Middle East, and Southeast Asia, with implementation planned over the next three years. Rich Sparkle will collaborate with Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based content commerce operator with experience in large-scale creator-led e-commerce.
Rise to Prominence
Khaby Lame, who also attended the 69th Taormina Film Festival on June 28, 2023, in Taormina, Italy, gained global fame through his silent, minimalist videos that humorously debunk overly complicated life hacks. His wordless approach has enabled him to overcome language barriers and amass a vast, culturally diverse audience rapidly. With an estimated 360 million followers across social media platforms, Lame is one of the most influential digital figures globally, exemplifying truly global creator reach.
Beyond conventional commerce, the agreement also permits the creation of an AI-powered digital twin of Lame, allowing regulated use of his facial features, voice patterns, and behavioral traits. Rich Sparkle suggests this could facilitate multilingual content, virtual livestreaming, and continuous engagement.
The broader strategy includes premium brand collaborations and co-branded intellectual property in sectors such as beauty, fragrance, and apparel, underscoring the transformation of creator influence into long-term, industrial-scale businesses.