TikTok superstar Khaby Lame sells brand, digital persona for $900 million

Khaby Lame, the world’s most popular TikTok creator with over 160 million followers, is reportedly close to finalising a deal to sell the rights to his personal brand for approximately $900 million, according to Business Insider Africa.

The buyer, Rich Sparkle Holdings, will receive exclusive global commercial rights to Lame’s brand for a period of three years. The agreement also includes a partial sale of Lame’s company, Step Distinctive Limited, while Lame retains his position as the controlling shareholder.

Rich Sparkle plans to scale the influencer’s commercial activities worldwide, covering advertising deals, brand partnerships, licensing, and e-commerce ventures. The company estimates that total revenue from these operations could reach $4 billion per year.

A key feature of the deal is the creation of a “digital twin” of Khaby Lame, using his likeness, voice, and behavioural traits. This digital avatar will enable virtual broadcasts and continuous interaction with his audience.

Khaby Lame remains the most-followed creator on TikTok, with a combined audience across all social media platforms estimated at approximately 360 million people.

By Vugar Khalilov