Senegal-born content creator Khaby Lame has secured one of the biggest deals in the creator economy.
In 2020, as the Covid-19 pandemic began, Lame had just lost his factory job.
Today, he is the world’s most-followed TikToker and has signed a deal valued at nearly $1 billion.
The agreement with Rich Sparkle Holdings allows the Senegal-born Italian to keep 49 percent of his company and maintain long-term control.
The firm holds exclusive commercial rights to his brand, including an AI-powered digital twin.
This digital twin will host virtual livestreams, produce multilingual content, and interact with fans around the clock using Lame’s voice, likeness, and mannerisms.
The company says the model could revolutionize content e-commerce and generate more than $4 billion annually.
Lame is known for his silent skits that poke fun at overly complicated life hack videos.
Born in Senegal and raised in Italy, he became an Italian citizen in 2022.
