Khaby Lame is a Senegalese-Italian Tiktok sensation who lost his factory job in Chivasso, Italy, during the Pandemic in 2020.
Like many, Khaby Lame turned to TikTok in the days of the Pandemic after losing his job. He began posting videos – at first, in subtitled Italian, but later silent, up-close reactions to weirdly complicated life hack videos.
He would react in silent sarcasm to these complicated videos like cutting a banana with a knife or using some machine to put on a shirt with easy-to-understand videos where he would do the same task in a simple, straightforward manner.
Today Lame is the most followed individual on Tiktok, with 146.2million followers where his profile reads: “If u wanna laugh, u r in the right place.”
Rare for an influencer, he attracts both male and female viewers almost equally, according to TikTok’s internal data, about one-tenth of his audience is in the United States, 9% in Brazil, and 5% in Mexico.
This fame has brought him fortune, as he recently agreed to a partnership deal with the cryptocurrency firm Binance. Also, he has previously helped Hugo Boss, standing alongside Kendall Jenner and Hailey Bieber in ads.
Timothy Armoo, the former CEO and founder of Fanbytes, a gen Z marketing agency, said, “Lame has become attractive to companies looking to piggyback on his success, he doesn’t fit the stereotypical idea of what an influencer is, so people root for him even more.”
The partnership with Binance is to drive the global adoption of crypto and Web3, as he’s the most followed creator on TikTok, and he’s known for explaining things in a simple way.
“We love his charm and sense of humor and think it will bring relevance and relatability as we scale Web3 adoption,” said James Rothwell, Binance Global Vice President of Marketing, as he announced the strategy behind the decision. “With so much nuance around Web3 and misinformation in the world, it was a perfect match to have Khaby on board to help debunk some of the myths around this space.”
Khaby lame, in response to the partnership announcement, says, “I’ve been curious about Web3 for some time and jumped at the chance to partner with a leader like Binance because it aligns perfectly with what I usually do: make complex stuff easy and fun for everyone!
Binance, eager to drive global adoption of the Web3 space and cryptocurrency, also partnered with Cristiano Ronaldo to introduce his fans to the Web3 space through NFTs.
Image Source – Binance