Cryptocurrency exchange Binance has partnered with TikTok’s most-followed creator, Khaby Lame, to spread awareness of Web3.
As a new global brand ambassador for Binance, the largest crypto exchange by trading volume, Lame will educate his audience about crypto and debunk myths surrounding the Web3 ecosystem, the company announced Thursday over Twitter.
“Khaby has become a cultural icon and one of the most entertaining creators globally. We love his charm and sense of humor, and think it will bring relevance and relatability as we scale Web3 adoption,” said James Rothwell, Binance’s global vice president of marketing, in a statement.
Lame, a former factory worker in Italy, rose to fame rapidly over the pandemic, growing his following to over 143 million followers on TikTok and 78 million more on Instagram. He is best known for his silent #learnfromkhaby clips, where he reacts stone-facedly to complicated “life hack” videos and demonstrates a more straightforward, usually obvious, way to perform the task. These videos typically end with his signature “Khaby Move,” where Lame shrugs and gestures with his hands as if to say “duh.”
During the partnership, Lame will continue to use his signature video style to create bite-size content clips that “tackle some of the misperceptions around Web3,” according to Binance. They also plan to collaborate on launching NFT collections to enhance engagement with his fans.
Lame has already posted his first wordless TikTok with Binance on Thursday afternoon. In the TikTok, Lame jumps to action from a couch and swirls into a Binance-branded superhero costume. A frustrated user types “WTF is Web3?????” into a web browser. Then Lame swipes the laptop, pulls up the Binance website, and uses his “Khaby move.” He winks at the camera as the video closes with the message “To be continued.”
The video has been played nearly 400,000 times, and its caption reads: “Having trouble starting your Web3journey? I want to introduce you @Binance Superhero! Tag your friends who need #Ibinanceman. Not trading advice. See website for riskwarnings.”
“I consider my followers as my family, and I am always looking for new challenges and interesting content to share with them,” Lame said in the company statement. “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.”
Binance and Lame’s agency, Iron Corporation, did not respond to Fortune’s requests for comment.
Last week, Binance signed a multiyear NFT partnership with football star Christiano Ronaldo. They will create a series of NFT collections together to be sold on the Binance platform exclusively later this year.
Earlier this year, Binance enlisted celebrities like music artist J Balvin and Miami Heat forward Jimmy Butler to take part in its Super Bowl campaign warning users that superstars are not crypto experts and to “do your own research” before turning to any for financial advice.
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