Binance has partnered with Khaby Lame, the Italian Senegalese creator who grew to fame through his viral TikTok videos, to join as a global brand ambassador.
Binance will partner with Khaby on exclusive NFT collections as well as to increase Web3 awareness and adoption.
Khaby became a sensation for his spin on “life hack” videos, navigating overly complicated scenarios without saying a word while doing the famous “Khaby move.
”He’ll use his signature style to tackle some of the misperceptions around Web3 in this multi-year partnership.
These high-profile partnerships come at a troubling time for crypto. In May, the popular cryptocurrency TerraUSD collapsed, meaning that anyone who had invested in the coin lost all of the money they put in. Then, in the face of a macroeconomic downturn, crypto companies like Coinbase, Crypto.com, BlockFi and Gemini have conducted layoffs, and the prices of top cryptocurrencies have dropped as much as 35% week over week. Basically, anyone who has invested in cryptocurrency is feeling a bit nervous right now, unless they’re so bullish that they’re unfazed by Bitcoin reaching a price of over $60,000 in November, then dropping to around $20,000 today. So it could be a bad look for creators to turn around and encourage their followers to check out Binance.
That hasn’t stopped Khaby Lame, though. Today, he posted a video to his followers — 145 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.”
Why Binance teamed up with Khaby Lame
Khaby became a TikTok social media hit because of his ability to navigate complex situations ‘life hacks’ without speaking a word while executing the “Khaby move.”
The creator will utilize his trademark flair to dispel some of the issues that surround Web3. He will collaborate with Binance on the creation of special non-fungible token (NFT) collections.
Khaby Lame and Binance
Binance plan for Lame to help dispel some of the misperceptions around Web3. The deal is ongoing, in a multi-year partnership. Lame will also collaborate on exclusive NFT collections with Binance.
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!”
James Rothwell is the Binance Global Vice President of Marketing. “Khaby has become a cultural icon and one of the most entertaining creators globally. We love his charm and sense of humor. think it will bring relevance and relatability as we scale Web3 adoption. 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.”
Lame is not only the most-followed creator on TikTok. He also 78 million followers on Instagram.
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