In a transaction that underscores the explosive growth of the creator economy, Khaby Lame—the Senegalese-Italian TikTok phenom with the platform’s largest following—has finalized a groundbreaking $900 million to $975 million all-stock deal with U.S.-listed Rich Sparkle Holdings, announced in mid-January 2026 and closed on January 23.
The agreement involves the partial sale of Lame’s primary operating company, Step Distinctive Limited—in which he held a 49% stake—granting Rich Sparkle exclusive global commercial rights to his brand for an initial 36-month period.
This encompasses brand partnerships, endorsements, licensing, merchandise, and e-commerce ventures, effectively transforming Lame’s viral persona into a scalable, platform-integrated business empire. The deal positions Lame as a controlling shareholder in Rich Sparkle, blending his creative influence with equity ownership in the acquiring entity’s infrastructure.
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Rich Sparkle projects that the combined model—leveraging Lame’s audience traffic, advanced fulfillment operations, proprietary technology, and supply chain expertise—could generate over $4 billion in annual sales once fully operational.
Initial expansion targets the United States, the Middle East, and Southeast Asia, with a phased rollout over three years, supported by a strategic alliance with Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based specialist in creator-led e-commerce.
A forward-looking component authorizes the development of an AI-powered digital twin of Lame, replicating his distinctive facial expressions, voice patterns, and behavioral mannerisms for multilingual content creation, virtual livestreams, and 24/7 fan engagement.
This tech infusion aims to extend his reach while adhering to regulated usage guidelines. Beyond digital tools, the strategy includes premium co-branded intellectual property in high-growth sectors like beauty, fragrance, apparel, and lifestyle products, capitalizing on Lame’s universal appeal.
Lame’s journey from a laid-off factory worker in Chivasso, Italy, during the COVID-19 pandemic to a global icon is a testament to the power of minimalist content. His silent, deadpan videos—often debunking overly complex life hacks with simple gestures—have transcended language barriers, amassing an estimated 360 million followers across social platforms, including over 162 million on TikTok alone, making him the app’s most-followed user.
Born in Senegal and raised in Italy, Lame’s wordless format has fostered a culturally diverse audience, turning him into a rare example of truly borderless digital influence.
This deal arrives amid a broader surge in social media monetization, which has evolved into a massive income stream for content creators worldwide. In 2025, global creator revenue reached approximately $20.6 billion, driven by a 16.2% year-over-year increase, fueled by social commerce, brand partnerships, and platform incentives.
Platforms like X (formerly Twitter) and Facebook have recently intensified their involvement, introducing structural shifts to empower creators with more predictable earnings. X, under Elon Musk’s leadership, has pivoted to a “creator-centric” model in 2025-2026, emphasizing ad revenue sharing, subscription tools, and direct fan monetization to build trust and convert audiences into paying communities.
Facebook, part of Meta, has expanded its Reels and Marketplace features, enabling creators to earn through short-form video bonuses, in-app purchases, and affiliate programs, with a focus on AI-driven personalization and social shopping.
These developments reflect a trend where algorithms prioritize meaningful engagement over viral volume, rewarding creators who foster loyal, interactive followings.
Lame’s transaction sets a new benchmark, eclipsing previous high-profile creator deals like MrBeast’s reported $500 million valuation discussions in 2024 or Charli D’Amelio’s multi-million-dollar brand ventures. It highlights how top influencers are institutionalizing their brands, moving from episodic sponsorships to equity-backed enterprises that integrate e-commerce, AI, and global supply chains.
For African creators, where the continent’s digital economy is projected to reach $180 billion by 2025, Lame’s success—rooted in his Senegalese heritage—offers a blueprint for turning local influence into international scale, potentially inspiring similar equity plays amid rising social commerce adoption.
Reactions on X have been overwhelmingly positive, with users hailing it as a “rags-to-riches” story and a game-changer for the creator economy.