Photo: Dia Dipasupil / Getty Images Entertainment / Getty Images
Khaby Lame, the most-followed creator on TikTok, has sold a stake in his company, Step Distinctive Limited, in an all-stock deal valued at up to $975 million, marking one of the largest business transactions tied to a social media creator to date.
The deal involves Rich Sparkle Holdings, a Hong Kong-based financial firm listed on the Nasdaq, which has acquired a stake in Step Distinctive in exchange for 36 months of exclusive global commercial rights to Lame’s brand. During that period, the company will oversee brand partnerships, endorsements, short-form and livestream commerce, and TikTok Shop operations tied to Lame’s digital presence.
Despite the scale of the deal, Lame will remain a controlling shareholder, signaling a shift from traditional influencer partnerships toward a long-term ownership model rather than a full exit.
Rich Sparkle said it plans to capitalize on Lame’s global reach — roughly 160 million followers on TikTok and more than 360 million across social platforms — with a focus on the U.S., the Middle East, and Southeast Asia. The company said it will use region-specific pricing and independent profit tracking to reflect different consumer markets.
The firm also announced plans to develop an AI-powered version of Lame, incorporating his likeness, voice, and mannerisms to produce multilingual content and increase posting volume across time zones. Lame’s wordless, reaction-based videos — which helped make him globally recognizable without relying on language — were cited as a key reason his brand can scale across markets.
Lame rose to fame during the pandemic for his silent videos poking fun at overcomplicated life hacks, a format that quickly resonated worldwide. He has since become one of the most recognizable figures on social media, surpassing creators like Charli D’Amelio to claim the top spot on TikTok.
The Black Information Network is your source for Black News! Get the latest news 24/7 on The Black Information Network. Listen now on the iHeartRadio app or click HERE to tune in live.