In an upcoming interview with HNHH, We the Best artist Kent Jones said this of DJ Khaled: “He’s an energy ball. He gets things done. [He] is very assertive, very direct, and he’s the guy you go to when you got to plan and be ready to go and execute your plan. All the way. I can’t think of nobody else.”
It’s true. Since he released Major Key last July, Khaled hasn’t been resting on his laurels. Sure, he spouts catchphrases like “LION!” and plays street hockey with Justin Bieber. But for the most part he has been hard at work, doing everything in his power to increase his public profile. Such is the life of a mogul.
Click through the gallery to see what moves Khaled has been making since last July.
Promoting his personal brand across mediums
On November 22nd, Crown Archetype/Penguin Random House released “The Keys,” a 212-page book authored by Khaled with chapter titles like “Secure the bag,” “Have a lot of pillows,” and “Don’t burn no bridge; only God can walk on water.” It currently sports a robust Amazon reader rating of 4.5 stars.
In the past 48 hours, Khaled has announced his latest forays into television and film, a cameo in STARZ’s original series Survivor’s Remorse and a “major role” in Pitch Perfect 3.
DJ Khaled was presented with an opportunity at the Antonio Brown Celebrity Basketball Game in Houston in February when an errant pass found its way to his courtside seat. He seized the ball and lumbered onto the court, intent on showing off his handle. He backed down Ja Rule at the top of the key, spun, and uncorked a three-point attempt that literally did not make it above 10 feet above the ground at the highest point of its trajectory. The crowd ooh-ed with disappointment, and later applauded him when he drilled a three on his fifth attempt.
Two weeks later, he served as a prop in the NBA All-Star Dunk Contest, Snapchatting in one hand and holding the ball aloft in the other for DeAndre Jordan to snatch and tomahawk into the hoop.
Shilling for corporate brands
DJ Khaled kicked off 2017 by purchasing a $10 million mansion in Beverly Hills. Where is Khaled getting all this money? He is a walking billboard, a willing and marketable celebrity spokesperson for all kinds of corporate brands. Since last July, he has shilled for Air Jordan, Beats By Dre, Champs Sports, the private jet start-up Jet Smarter, and Palmer’s new cocoa butter collection, and CIROC Mango.
Khaled welcomed his son Asahd into the world last October by Snapchatting his birth. He has showered Asahd with unconditional love, and it appears to be paying off. In his five months on the planet, Asahd has accomplished a lifetime’s worth of successes: he became a meme, amassed over 300K Instagram followers, and even co-produced a Beyonce and Jay Z song.
Working on his next album
Khaled has been cranking out roughly one album per year for the last decade, and he’s been hard at work piecing together his 10th studio album, Grateful. It will include appearances by Drake, Jay Z, Beyonce, Future, Justin Bieber, Travis Scott, Migos, Mariah Carey, PartyNextDoor, and Bryson Tiller, a possible 21 Savage/Lil Wayne collaboration, and four songs with Chance the Rapper. And that’s just beginning. No one brings the people together like DJ Khaled.