Senegalese-born TikTok star Khaby Lame, known for his silent comedic videos, has sold his company, Step Distinctive Limited, in a $900 million deal that also paves the way for the creation of an AI-powered version of himself.
Read More: Alina Amir takes stand against AI abuse
The partial sale was made to US-listed Rich Sparkle Holdings, which will hold exclusive rights to Lame’s global commercial activities for an initial 36-month period. The deal is seen as one of the largest creator monetisation moves in digital content history and signals a shift from personality-driven content to full-scale commercial ecosystems.
The world most followed TikTok creator Khaby Lame has just sold a major part of his company for $900M (uses ₦1.2 trillion). 😳
He’s basically selling the commercial rights to his business activities for the next 3 years through his company Step Distinctive Ltd. pic.twitter.com/uQ1F2lg1WP
— Pulse Nigeria (@PulseNigeria247) January 23, 2026
Under the agreement, Rich Sparkle plans to expand Lame’s brand worldwide, streamlining operations, fulfilment, traffic, and proprietary technology. Once fully operational, the company aims to generate over $4 billion in annual sales.
Despite selling a portion of his company, Lame will remain actively involved. With nearly 360 million followers across social media, he will become a controlling shareholder in Rich Sparkle Holdings, ensuring he remains both the face and a key stakeholder of the business.
The deal also authorises the development of an AI-powered twin of Lame, designed to deliver multilingual content, virtual livestreams, and continuous digital engagement. This technology aims to expand his global reach while maintaining the signature style that made him a household name.
Read More: TikTok star got her debut film in Lollywood
Lame, 26, gained fame for short, silent videos mocking convoluted online tutorials, a format that transcended language barriers and attracted a culturally diverse audience. The broader commercial strategy includes premium brand collaborations and co-branded intellectual property in sectors such as beauty, fragrance, and apparel, highlighting the growing industrialisation of creator-led brands.
“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company said.