Group Black, a media firm, and Procter & Gamble (P&G) have partnered with Khaby Lame, a well-known social media influencer, for a series.
The Senegalese-born Italian social media celebrity stars in the companies’ new limited unscripted series ‘Khaby Is Coming To America’. The series premiered globally on Fox Corporation’s ad-supported streaming service, Tubi, on June 27, 2024.
Lame stated prior of the launch, “I enjoy making people laugh and have been working to broaden my audience beyond social media platforms.” My collaboration with Group Black and Procter & Gamble has enabled me to take the next step as a filmmaker. I’m excited for Tubi fans and beyond to laugh alongside me when they see this series.”
Lame has a TikTok following of 162 million, making him the most followed individual on the app. He is also among the top 50 Instagram users and the first Black creator to achieve this achievement. This prominent influencer is known for his hilarious “life-hack” videos and stresses inclusive comedy that transcends language barriers.
Morgan Wilkinson, Group Black’s Director of Creative Strategy, stated, “Khaby Lame is leading the charge in terms of socially engaging and relevant content, and we are thrilled to bring his talent and influence to the American mainstream market.” Group Black recognizes the potential for growth among Black and varied creators and aims to support their voices.
In the 20-minute episodes of “Khaby Is Coming To America,” Lame will take his online avatar outside to discover the best—and strangest—people, places, and cuisine that America has to offer.
The show’s well-known guests include Alicia Keys, Jon Batiste, David Beckham, and Steven A. Smith. Each episode follows Lame as he explores a different American city.
Group Black will share production credits with P&G to support Black creators. This effort marks the company’s first foray into production, aligning with their goal of promoting equity for diverse creators.
The “Khaby Is Coming To America” campaign, a continuation of Group Black and P&G’s cooperation, will be part of the award-winning Widen The Screen P&G project.