Lame is estimated to have around 360 million followers across social media platforms
Khaby Lame has sold his company, Step Distinctive Limited, in an all-stock deal valued at $975 million. This marks one of the most important business moves ever by a social media creator.
The deal, announced last week, includes a partial acquisition and strategic partnership with Rich Sparkle Holdings. Under the terms of the agreement, Rich Sparkle will retain exclusive rights to the Senegalese and Italian creators’ commercial activities for a minimum of 36 months. These rights include endorsements, licensing, e-commerce ventures and brand partnerships related to Lame’s global profile.
As part of the transaction, Mr. Lame will become the controlling shareholder of Rich Sparkle Holdings, positioning him not only as an equity stakeholder but also as a creative partner within the company. Rich Sparkle predicts the partnership could generate annual sales in excess of $4 billion, reflecting the scale of Lame’s digital reach and commercial appeal.
Rame, who is estimated to have around 360 million followers across social media platforms, also endorsed the development of an AI-powered digital twin. The technology involves creating a virtual replica based on his facial features, voice patterns, and behavioral traits. The company says this will enable the production of multilingual content and enable virtual livestreams featuring creators’ digital versions.
Digital twins are designed to replicate real people in digital form, allowing brands and platforms to scale content creation without the creator’s ongoing physical involvement. This move places Lame at the center of the growing trend in artificial intelligence and creator-driven commerce.
Rich Sparkle described the agreement as a major change in the way content and e-commerce interact. “This is more than just a stock acquisition; it is a revolution in the global content e-commerce model,” the company said in a statement.
The deal highlights how top influencers are increasingly leveraging technology and ownership structures to expand their businesses beyond traditional sponsorship.
