Khaby Lame’s $975 Million Deal Sparks Debate Over Creator Ownership

Khaby Lame has reportedly signed a deal worth nearly $1 billion involving the sale of intellectual property associated with his company, Step Distinctive Limited, to Rich Sparkle Holdings. The agreement gives the firm rights to commercialize his likeness and brand worldwide, making it one of the largest creator-based transactions ever recorded.

Lame rose to fame by posting viral silent reaction videos that turned him into the most-followed creator on TikTok. His universal appeal, expressive reactions, and comedic timing helped him cross cultural and language barriers leading to global partnerships, commercial campaigns, and long-term brand deals.

However, the enormous valuation has sparked skepticism. Analysts have raised questions about the financial stability of the company acquiring his brand, the volatility in its stock behavior, and whether this signals an over-inflated creator economy. Some observers worry that creators may begin selling their digital identities to corporations without fully understanding the long-term implications.

Others see the moment as a breakthrough. For years, creators have asked for pathways to monetize comparable to athletes, actors, and entrepreneurs. Lame’s sale could become the blueprint for negotiating ownership stakes, building scalable digital businesses, and treating social media fame as a legitimate asset class.

The future impact of the deal will depend largely on how the acquired IP is used. Whether this becomes a model for sustainable creator wealth or a cautionary tale of overvaluation remains an open question.