The news: Khaby Lame, the world’s most-followed TikTok creator, has agreed to a deal that values his business at roughly $900 million, following the sale of a major stake to Rich Sparkle Holdings. The agreement grants the company exclusive global commercial rights to Lame’s likeness and content while keeping him deeply involved as a controlling shareholder.

Rather than a traditional endorsement arrangement, the partnership hands Rich Sparkle responsibility for monetizing Lame’s reach across merchandise, digital commerce, brand partnerships, and content, marking one of the largest transactions tied to an individual creator to date.

Creating a hyper-realistic AI "Digital Twin" of Lame is a cornerstone of this partnership. This genAI use lets brands produce ads and promotional content without requiring a creator’s physical presence, allowing sponsors to launch simultaneous campaigns across multiple markets. This solves some of influencer marketing’s biggest challenges: Limited availability, scheduling conflicts, and geographic barriers.

Why it matters: Lame’s rise, from posting silent, comedic videos during the pandemic to anchoring a nine-figure corporate transaction, shows how far the creator economy has progressed. His appeal has always been global and language-agnostic, helping him build an audience that rivals major media brands.

That scale matters in a market where growth is still strong but uneven. US creator revenues are projected to climb from $12.3 billion in 2023 to $23.42 billion by 2027, even as YoY growth slows. Brand spending on influencer marketing is following a similar path, reaching $13.74 billion by 2027. Against that backdrop, Lame’s deal highlights what happens when massive reach is paired with business infrastructure.