Khaby Lame, the Senegalese-born creator with the largest following on TikTok, has signed a landmark commercial deal valued at about US$900 million, marking one of the most significant monetisation agreements ever completed by a global digital influencer.
The deal involves the partial sale of Lame’s company, Step Distinctive Limited, to United States-listed Rich Sparkle Holdings, which disclosed the acquisition alongside a broader strategic partnership aimed at scaling Lame’s commercial operations worldwide. Under the agreement, Rich Sparkle has secured exclusive global commercial rights to Lame’s brand for an initial period of 36 months.
The arrangement covers brand partnerships, endorsements, licensing and e-commerce activities, signalling a shift away from traditional influencer marketing towards a more structured, equity-driven business model. As part of the transaction, Lame will become a controlling shareholder in Rich Sparkle Holdings, positioning him as both a creative force and an equity stakeholder in the commercial infrastructure built around his brand.
Rich Sparkle said the integrated model, which combines traffic generation, fulfilment, operations and proprietary technology, could ultimately generate more than $4 billion in annual sales once fully implemented. The company described the agreement as a major evolution in global content-led commerce.
Initial rollout of the strategy will focus on the United States, the Middle East and Southeast Asia, with execution planned over the next three years. Rich Sparkle will work alongside Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based content commerce operator with experience in large-scale creator-driven e-commerce.
Lame rose to global prominence through silent, minimalist videos that parody overly complicated life hacks, a format that allowed him to transcend language barriers and build a vast international audience. He now commands an estimated 360 million followers across social media platforms, making him one of the most influential digital creators in the world.
Beyond conventional commerce, the agreement also authorises the development of an AI-powered digital twin of Lame, enabling regulated use of his facial features, voice patterns and behavioural cues. Rich Sparkle said the technology could support multilingual content, virtual livestreams and continuous audience engagement.
The broader commercial strategy includes premium brand collaborations and co-branded intellectual property in sectors such as beauty, fragrance and apparel, reflecting a growing trend in which global digital influence is being converted into long-term, industrial-scale businesses.
