Senegalese-born TikTok sensation Khaby Lame, also known as Seringe Khabane Lame, has made headlines with one of the largest creator monetisation deals in history. The 26-year-old social media star sold his company, Step Distinctive Limited, in a $900 million deal. This landmark agreement not only transfers Extensive business entitlements but also green-lights the development of an AI-powered version of Lame.
The deal marks a major milestone for creator-led brands, highlighting how digital influence is evolving into full-scale commercial enterprises. Lame’s move Emphasizes the increasing ability of internet stars to convert social media popularity into industrial-scale ventures.
$900 Million Deal and Global Expansion
According to Business Insider Africa, Lame has partially sold Step Distinctive Limited to Rich Sparkle Holdings, a US-listed firm. Rich Sparkle now holds exclusive rights to Lame’s global commercial activities for an initial 36-month period. The company plans to scale his brand worldwide, focusing on traffic management, fulfilment, operational efficiency, and proprietary technology.
Reports suggest that once fully operational, Lame’s commercial ecosystem could generate over $4 billion in annual sales. The agreement reflects a shift in content creator strategy — from personality-driven media to fully integrated business models.
Despite selling his company, Khaby Lame remains actively involved. With nearly 360 million followers across platforms, he will become a controlling shareholder in Rich Sparkle Holdings. This ensures he retains influence over brand strategy while benefiting as an equity stakeholder. The deal positions Lame as both the public face and business owner behind his digital empire.
AI Twin and Creator-Led Commerce
A standout feature of the deal is the development of an AI-powered version of Khaby Lame. The AI will extend his global reach through multilingual content, virtual livestreams, and round-the-clock engagement. This strategy aims to amplify his influence beyond physical appearances and traditional social media formats.
The comprehensive business strategy encompasses high-end brand partnerships, co-branded intellectual properties, and growth into diverse sectors, including beauty, fragrance, and fashion. Lame’s approach showcases how modern creators are leveraging their influence to generate large-scale revenue, seamlessly merging entertainment appeal with long-term industrial planning.
Lame’s rise to fame was built on short, silent TikTok videos that mock complicated online tutorials. His universally understandable content earned him a diverse, global following and comparisons to icons like Charlie Chaplin and Buster Keaton. Beyond social media, he has ventured into Hollywood, starring in an action-comedy film titled 00Khaby.
This deal not only cements Khaby Lame as a top-tier digital entrepreneur but also signals a new era for creator monetisation. Social media stars are no longer just influencers; they are now leaders of multi-billion-dollar, creator-driven business empires.
