Kirby Rame, the globally popular TikTok star known for his silent reaction videos, has entered a new phase in his digital career by selling his brand management company in a deal worth around Rs 8.98 billion. The agreement also includes the creation of AI-generated clones of influencers and is considered one of the largest commercial deals ever in the global creator economy.
The 25-year-old Italian content creator, whose real name is Seringe Cabane Lame, rose to global fame during the coronavirus pandemic for his wordless videos poking fun at overly complex life hacks. His expressive gestures and understated humor resonate across cultures and have helped him amass one of the world’s largest social media followings.
Step Distinctive Limited, the company that manages Lame’s global brands and commercial businesses, has been acquired by Hong Kong-listed holding company Rich Sparkle, according to public filings. Under the terms of the agreement, Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based live streaming and content commerce company, will act as Khaby Lame’s exclusive global commercial partner for the next 36 months.
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Expanding global reach with AI clones
The main highlight of the deal is the development of an AI-generated digital clone of Kirby Lame. Influencers consent to the use of their faces and voices, which enables the creation of AI-powered content in multiple languages. The move is aimed at expanding his reach across global markets while maintaining his signature style of presentation and visual storytelling.
Industry insiders say the deal reflects how major creators are increasingly leveraging artificial intelligence to scale content production, localize messaging and strengthen brand partnerships. AI avatars are expected to play a key role in the next phase of influencer marketing and digital commerce.
From factory worker to global icon
Born in Senegal and raised in Italy, Kirby Rame’s rise to fame began after he lost his job as a factory mechanic in March 2020 during the pandemic shutdown. Without speaking a word, he lived in the Chivasso neighborhood near Turin and began posting short videos abbreviated to viral internet hacks.
The format quickly gained traction on TikTok and Instagram, transcending language barriers and turning Lame into a global internet icon. He currently has over 160 million followers on TikTok and 77 million followers on Instagram, making him the most followed creator on the short video platform.
His trademark wide-eyed expression, subtle smile, and outstretched palm gesture have become instantly recognizable and widely reproduced across social media.
Major brand collaboration
Over the years, Kirby Lame has collaborated with several well-known global brands, including Hugo Boss, Airbnb, Binance, and major Hollywood studios. His estimated annual salary is reported to be close to Rs 165 million, which comes mainly from brand endorsements and commercial partnerships.
The size of the Rs 8,980-crore deal highlights the growing commercial value of creator-driven intellectual property and the growing interest of global companies in monetizing digital identities.
past controversy
Lame briefly gained attention last year when he was detained by U.S. immigration authorities at the Las Vegas airport on suspicion of visa violations. He was then allowed to leave the country voluntarily and complied with the directive. The incident appears to have had no lasting impact on his global brand status.
A new chapter in the creator economy
With the launch of AI Clone and support from international partners, Khaby Lame is now ready to expand its digital presence far beyond traditional social media platforms. The partnership is seen as a landmark moment in the evolving creator economy, where artificial intelligence, digital identity and global commerce are rapidly converging.
As AI-driven content gains momentum around the world, Khaby Lame’s latest move could set a new benchmark for how top creators monetize and expand their digital personas.
About the author – Ayesha Aayat is a law student and contributor covering cybercrime, online fraud, and digital safety issues. Her writing aims to raise awareness about evolving cyber threats and legal responses.
