Media company Group Black and American multinational consumer goods corporation Procter & Gamble (P&G) have collaborated with renowned social media influencer Khabby Lame for a series.
The Senegalese-born Italian social media celebrity is the star of the new limited unscripted series ‘Khaby Is Coming To America‘ that the companies have launched. The series made its global premiere on Tubi, Fox Corporation’s ad-supported streaming service, on June 27, 2024.
Lame said ahead of the premiere, “I love to make people laugh, and have been working towards broadening my audience beyond social media platforms. The partnership with Group Black and Procter and Gamble has allowed me to take the next step in my journey as a filmmaker, and I can’t wait for Tubi audiences and beyond to laugh with me when they see this series.”
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The organizations emphasized Lame’s impressive 162 million-strong TikTok following, pointing out that he is the most followed person on the social media platform, among the 50 most followed users on Instagram, and the first Black creator to achieve this feat. Known for his entertaining “life-hack” videos, this popular influencer emphasizes inclusive comedy that cuts across language barriers.
Morgan Wilkinson, Group Black’s Director of Creative Strategy, remarked, “Khaby Lame is leading the charge when it comes to socially engaging and relevant content and we are proud to bring his talent and influence to the American mainstream market. At Group Black we understand the power and growth potential of Black and diverse creators and look forward to continuing to amplify their voices.”
In the 20-minute episodes of “Khaby Is Coming To America,” Lame will take his online character outside as he explores the greatest—and strangest—people, places, and cuisine that America has to offer.
Alicia Keys, Jon Batiste, David Beckham, and Steven A. Smith are among the well-known guests on the show. Each episode of the show follows Lame as he explores a different American city.
Though Group Black plans to share production credits with P&G, demonstrating its active commitment to helping Black creators, the initiative will serve as Group Black’s debut into production, furthering its objective to promote equity for diverse creators.
The “Khaby Is Coming To America” campaign, which is a continuation of Group Black and P&G’s partnership, will fall under the award-winning Widen The Screen P&G project.
