Khaby Lame is quite literally on top of the world with over 148 million followers on TikTok. After attending his first VidCon and surpassing Charli D’Amelio as the most followed TikToker, the Italian-Senegalese comedian signed on as an ambassador for Binance, the world’s largest platform for buying and selling cryptocurrencies.
Khaby posted a video to his followers — 148 million on TikTok and 78 million on Instagram — in which he appears as a Binance-branded superhero, saving the day as a friend types “WTF is web3???” on “Boogle.”
Lame rose to internet stardom for his videos where he spoofs over-complicated life hacks and makes them simple. Without speaking, he flips open his hands as if to say, “Look, I fixed it.” Binance said in a press release that Lame will apply this TikTok format to videos about web3, trying to simplify complex concepts for his followers. That may be hard for him to accomplish in his videos, though, since he rarely speaks.
In a statement, Lame said, “I consider my followers as my family, and I am always looking for new challenges and interesting content to share with them. 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!”
Some companies like Pearpop — backed by The Chainsmokers, Alexis Ohanian, Mark Cuban and Snoop Dogg — think that web3 can power the future of the creator economy. But some veterans of the industry think that the space is too volatile to trust right now.
Fans’ trust in a creator can change drastically depending on the reputation of the brands they promote, but brand deals are virtually unavoidable for a creator looking to make reliable income. Especially on TikTok, where creator fund payouts are shrinking, creators aren’t being paid enough from the platform alone. With ambassadors like Lame and Ronaldo, Binance must be shelling out some serious cash, but for these stars, that payment comes at the cost of potential pushback and outrage down the road.