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Senegalese-born TikTok star Seringe Khabane Lame, better known as Khaby Lame, has pulled off one of the biggest monetisation moves by a digital creator to date, selling his company, Step Distinctive Limited, in a $900 million deal that also green-lights the development of an AI-powered version of himself.

According to Business Insider Africa, Lame has partially sold the company to Rich Sparkle Holdings, a US-listed firm that will hold exclusive rights to his global commercial activities for an initial 36-month period. The deal signals a major shift in how creator-led brands are being scaled — from personality-driven content to full-fledged commercial ecosystems.

Under the agreement, Rich Sparkle plans to aggressively expand Lame’s commercial footprint worldwide by streamlining traffic, fulfilment, operations and proprietary technology. The company is reportedly aiming to generate more than $4 billion in annual sales once the model is fully operational.

Compared by some to Charlie Chaplin or Buster Keaton, the 26-year-old Italian influencer rose to fame for his short, silent videos mocking the convoluted tutorials of tips that abound on the web. A format that helped him cut across language barriers and build one of the most culturally diverse audiences on the internet.

Despite selling his company, Lame has not planned to step away entirely. With nearly 360 million followers across social media platforms, he will become a controlling shareholder in Rich Sparkle Holdings, positioning himself not just as the face of the brand but as an equity stakeholder in the infrastructure built around his influence.

“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company said according to Business Insider Africa.

Beyond traditional commerce, the deal also authorised the creation of an AI-powered twin of Lame, to extend his reach through multilingual content, virtual livestreams and round-the-clock digital engagement.

The broader strategy includes premium brand collaborations and co-branded intellectual property across sectors such as beauty, fragrance and apparel, which shows how creator influence is increasingly being converted into long-term, industrial-scale businesses.

Almost two years ago, Lame launched his film career in Hollywood with an action comedy film called 00Khaby.