Khaby Lame, the Senegal-born social media creator.
By Marcus Chimudzi
Khaby Lame, the Senegal-born social media creator who rose to global fame through silent comedy videos on TikTok, has concluded a landmark business transaction valued at US$900 million, marking one of the most significant deals in the global creator economy to date.
According to Business Insider Africa, Lame has sold a stake in his company, Step Distinctive Limited, to Rich Sparkle Holdings, a United States-listed firm. The agreement grants Rich Sparkle Holdings exclusive global commercial rights to the Khaby Lame brand for a period of 36 months.
As part of the transaction, Lame becomes a controlling shareholder in the restructured business arrangement, signalling a strategic shift from content creation to corporate ownership and brand governance.
Khaby Lame is one of the most followed individuals on TikTok, having built a global audience through short, dialogue-free videos that humorously critique overly complicated “life hack” content. His rise to prominence turned him into a major commercial figure, attracting partnerships with multinational brands and positioning him as a leading example of digital influence translating into economic value.
Industry analysts cited by Business Insider Africa have described the transaction as one of the largest creator-economy deals ever recorded, underscoring the growing monetisation power of digital platforms and the increasing recognition of influencers as scalable global brands.
The deal highlights a broader trend in which leading digital creators are transitioning from brand ambassadors to equity holders and strategic business principals within the rapidly expanding global digital economy.
