"Born Serigne Khabane "Khaby" Lame in Senegal and raised in Italy, Lame's rise to fame began modestly during the COVID-19 pandemic. After losing his job as a factory worker, he took to social media, posting humorous, silent clips that poked fun at overly complicated life hacks. What set him apart was his universal style: expressive gestures and clear visual humour that resonated without spoken language."
"The cornerstone of this strategy was Step Distinctive Limited, a company that handled the business aspects of his brand, including merchandise, brand partnerships, e-commerce ventures, and digital campaigns. Through this entity, Lame centralised and scaled his income streams in a way most viral creators never do. Under the agreement, Rich Sparkle will manage everything from brand endorsements and merchandise to e-commerce operations and digital content monetisation."
Born in Senegal and raised in Italy, Serigne Khabane "Khaby" Lame rose from losing a factory job to creating humorous, silent reaction clips during the COVID-19 pandemic. His expressive gestures and visual humour resonated globally and amassed hundreds of millions of followers, making him the most-followed TikTok creator. He built Step Distinctive Limited to centralise merchandise, brand partnerships, e-commerce ventures, and digital campaigns, scaling income beyond typical sponsorships. Under an agreement with Rich Sparkle, the company will manage endorsements, merchandise, e-commerce operations, and digital monetisation, with an integrated model projected to generate more than $4 billion annually. He will remain a controlling shareholder in Rich Sparkle Holdings.
Read at Business Insider Africa
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