Khaby.

Interview

18 Mar

Khaby Lame became an overnight global sensation when his deadpan comic posts made him one of the most followed creators on TikTok. Now he is entering the world of fashion as the new ambassador for Boss

Khabane Lame – AKA Khaby – might seem an unlikely success story to most. He was raised in a public housing complex in the northern Italian region of Piedmont from the age of one after relocating from Senegal with his parents and his three siblings. During the early stages of the pandemic Khaby lost his job and, as any 20-year-old might do with extra time on their hands, he started posting videos on TikTok. The premise of his posts was simply to show other people’s absurd attempts at daily tasks and situations, and then respond with his almost banal but sound solutions to their mission. His silent and intriguing responses were so simple and unpretentious that generations of viewers could relate, and they continue to be captivated by Khaby’s comedic charm. He is as cool as he is unbothered, and his expression oozes WTF with his energetic but muted reactions. His frequent, instantly recognisable gesture to camera – two palms up, in understated exasperation – has become part of the Khaby brand.

His straightforward humour has earned him the second highest spot on TikTok with 129 million followers, as well as 67.3 million followers on Instagram; he has also been enlisted by Mark Zuckerberg to promote the Meta platform in a video showing Khaby teleporting around the metaverse. But one area that he had not tackled – one which seems an obvious fit for a handsome young influencer with such a massive level of popularity – was the luxury goods market… until now. Last September, Khaby closed the runway festivities of the Boss x Russell Athletic fashion show. Khaby’s catwalk debut afforded Hugo Boss the largest social media coverage of fashion week, with four billion impressions in four days. Following the success of this event, Boss has announced a multi-year partnership with him, as well as plans to co-design a capsule collection for the brand. Khaby is here for the long haul.

I was given the chance to have a chat with Mr Lame about surveillance, making a movie with Will Smith and TikTok in Africa. And I was totally charmed.

Edward: I always think that comedy is a sort of therapy to put one’s mind at peace. It can be provocative, political or nonsensical… Do you describe yourself as a comedian? How do you define your work?
Khaby: I define myself as a person who likes to make other people laugh. Does it mean I’m a comedian? I’m just myself.

Can you tell us about who influenced you growing up?
Khaby: Since I was a child, my favourite actors have been Will Smith and Eddie Murphy. I used to spend my days watching their movies, dreaming of becoming an actor and making people laugh as they were making me laugh.

During the global pandemic, we were all looking for some optimism – and you were there, among other content creators, like Elsa Majimbo… Can you tell us more about your sudden rise to fame? I know you had just lost your job.
I’ve been in lots of jobs to support my family. A bricklayer by day, a waiter in the evening and then in a factory as a CNC operator. But during the pandemic, I was put on furlough and then made redundant. I had nothing, but it gave me time to focus on what I loved the most: making people laugh. That’s how it all started, as a lucky misfortune.

You are the second most followed person on TikTok, with Will Smith, who you mentioned is one of your idols, in sixth position. How does that make you feel?
I’m honoured and I feel like I’m living a dream. I hope I’ll have the chance to film a video with him – a movie, actually.

Your delivery seems effortless and your expressions fascinating and refreshing. There’s so much effort put into appearing cool and edgy in order to gain followers within the digital space, but you don’t seem that bothered by other people’s agitations. Is this the key to your success – just being cool?
I don’t define myself as cool, I’m just natural and myself. The key is to carry on with what you have started with the same passion you had at the beginning. There can’t be any effort or influence of money or fame in doing what we love.

What are your thoughts on racism within the digital space?
Sadly, racism is still going on. We just have to learn to understand that a person cannot be judged if they have a different skin tone. In my journey, there will of course be attention on this topic and I’ll do my bit to try and change things.

‘Say no to racism’ seems a simple and direct message to be shared nowadays. Why do you think you have received negative comments? And have others in the digital community come to your help?
I have been lucky and always received support.

People who know you only through the screen of their phone have opinions about who and what you are, as well as what you say. What does it mean to you to be under such scrutiny?
I can be judged in various ways, but I still remain myself without being influenced by outside opinions. Social media is a double-edged sword, but I’ll always try to make myself known for who I am.

TikTok’s success within the African continent is outstanding, especially in Senegal, which is where you come from. It’s the third most downloaded social media app in Nigeria, for example. Do you think your contribution has played a part in its popularity?
I don’t want to take any credit, but it has allowed me to pursue my dreams. If in my own little way I have been of any influence, that makes me happy.

Facebook included TikTok personalities like you in its rebranding on the Meta platform. How does that make you feel? Do you feel exploited, or is it just business? And what are your thoughts on the metaverse?
I have never felt exploited and it was never about business – just my passions and dreams, which have now become my reality and my job. The metaverse is the future and I would like to work on a project of my own related to this.

Do you consider yourself Italian or Afro-Italian? I am Afro-American and have been living in Italy for 25 years, but I am still considered as an immigrant In Italy. You’ve been living in Italy since you were one year old, so you are Italian without any doubt, but you still don’t have the legal documentation saying so. Can you tell us your thoughts on ‘jus sanguinis’?
Having Italian citizenship has never been an issue for me because, as I have lived my whole life in Italy, I feel I’m both Italian and Senegalese. In my opinion, it’s not a piece of paper that defines who you are.

I was talking with my colleague about the fact that I was surprised you hadn’t been approached by a high-level brand for a collaboration yet, considering your visibility… and bam! We were at the Boss show and we saw you closing the celebrations on the catwalk. Is this your first time working with a high-end fashion brand? And are you ready for what might come next?
This is my first time collaborating with a fashion brand, and I am proud and honoured to be representing Boss. My next projects? You’ll have to follow me to find out.