New York – Khaby Lame, the world’s most-followed social media personality, has signed a $975 million partnership with Nasdaq-listed Rich Sparkle Holdings Ltd., a move aimed at turning his 360 million global followers into a commercial empire.
The 25-year-old Italian-Senegalese creator’s deal gives Rich Sparkle exclusive global rights to his brand for 36 months and marks his shift from influencer to what the company calls an “equity-backed creator.” According to Rich Sparkle, commercialising Lame’s fan base could generate over $4 billion in annual sales. The Hong Kong-based firm has also acquired a partial stake in Lame’s company, Step Distinctive Ltd.
Lame became famous for silent, comedic videos that mock complicated life hacks, and he now has more followers across TikTok and Instagram than any other creator, including Charli d’Amelio.
Social media users on X reacted with shock and admiration. Many called the deal a game-changer for the creator economy, while others said it demonstrates how digital influence is rivaling traditional entertainment industries.
Rich Sparkle plans to grow Lame’s brand through global collaborations and co-branded products in beauty, fragrance and apparel. The agreement also includes developing an AI-powered digital version of Lame to replicate his expressions, voice and gestures for multilingual content.
Before this partnership, Rich Sparkle focused on financial printing and corporate services for listed companies and institutional clients in Hong Kong. The collaboration signals a major shift into the rapidly expanding creator economy.
Discussion about this post