Khaby Lame, the tiktoker with the most followers in the world (160 million), has sold his company Step Distinctive Limited to Rich Sparkle Holdings for between $900 and $975 million. The operation was closed in January with shares, without cash, and represents one of the largest transactions in the new creator economy.
Who is it. He Italian of Senegalese origin25, rose to fame after being laid off from his job as a machinery operator in the pandemic. He began to publish silent videos, favored for their comical expressiveness, where he dismantled one of the fashions then in vogue on the Internet: life hacks that he knew how to detect as ridiculously complicatedand whose artificiality he exposed with a gthis distinctive that became his trademarkand that helped him propose obvious solutions to problems that, in reality, did not exist. On June 22, 2022, she surpassed Charli D’Amelio as the most followed person on the platform.
What does the deal include? Dubai-based Step Distinctive Limited handled licensing, partnerships and sales. Lame becomes a shareholder of Rich Sparkle Holdings but loses operational control. A key fact: according to Celebrity Net WorthLame only had 49% of his company. 51% belonged to partners such as the Chinese Anhui Xiaoheiyang Network Technology, of the Three Sheep conglomerate.
Lame’s case is not isolated. Mergers and acquisitions in the creator economy grew by 73% in 2025, reaching 52 operations. The sector, valued at more than 200 billion in 2024could exceed one billion before 2033. Other notable cases: MrBeast’s Beast Industries was valued at 5 billion and earned 473 million in 2024. Logan Paul earned 1.2 billion with Prime in 2023, valued between 2,000 and 3,000 million. The formula pursued is obvious: convert your followers into buyers.
Digital twins. The most striking thing about the agreement is the transfer of the digital twin made by Lame’s AI. This technology creates digital replicas capable of speaking different languages without recording new content. In China, platforms like Douyin employ AI-generated streamers who sell 24 hours a day, reducing costs by 80%. This technology allows a person to “work” simultaneously in multiple markets without a break.
Who buys? Prior to the deal, Rich Sparkle was a financial printing company with no history in social media or AI, and the deal raises questions about the financial effectiveness of these types of deals. Now, for three years, Rich Sparkle has exclusivity over Lame’s business operations but despite his fame, is it a good move? Creators build value with their identity, but when they are controlled by outside corporations they risk losing what made them unique.
The creator economy is no longer marginal: it has become a sector that operates with the same amounts as traditional industries. What started in March 2020 with an unemployed worker posting videos has ended five years later in a nearly billion transaction involving AI and Chinese conglomerates. But… is such a purchase capable of maintaining the spontaneity and freshness that characterized Lame?
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