ENTERTAINMENT
Khaby Lame sells stake in $900 Million deal, redefining the global creator economy
Senegalese-born TikTok superstar Khaby Lame has sold a significant stake in his company in a deal valued at approximately $900 million, marking one of the largest monetization moves ever recorded by a single digital creator.
Noluthando Buthelezi
DAKAR, Senegal | (Running Africa) — The transaction involves the partial sale of Step Distinctive to U.S.-listed Rich Sparkle Holdings, a move widely hailed as a turning point in the global creator economy. Industry analysts describe the deal as a shift away from traditional influencer marketing toward a fully integrated, platform-driven content commerce model.
Lame rose to global prominence through his signature wordless, minimalist videos that humorously dismantle overly complicated life hacks. By relying on visual storytelling rather than spoken language, he built a truly borderless audience, an approach that helped propel him into the top tier of global digital creators.
Under the new partnership, Rich Sparkle will hold exclusive rights to Khaby Lame’s brand partnerships, licensing, and endorsement deals for an initial period of up to 36 months. Lame, in turn, will take on a dual role as creative partner and controlling shareholder within Rich Sparkle, ensuring he retains strategic influence over his brand and long-term vision.
Rich Sparkle said the combination of Lame’s globally recognized content intellectual property and the company’s supply-chain and distribution capabilities could unlock unprecedented value. The firm estimates the integrated structure could generate more than $4 billion in annual sales, signalling a major evolution in how creator-led businesses are scaled and monetized.
“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company said in a statement.
The commercial rollout will be executed in phases over the next three years, beginning in the United States, before expanding into the Middle East and Southeast Asia.
With an estimated 360 million followers across social media platforms, Khaby Lame remains one of the most influential digital figures in the world—and a rare example of truly global creator reach, with roots in Africa and impact across every major market.
