It’s why, after a year of global shutdowns, his new album Khaled Khaled, which contains a handful of serviceable radio hits, is oddly comforting. His slogan, “Another One” is on par with Nike’s “Just Do it” in terms of ubiquity. DJ Khaled’s music has a way of soundtracking everyday life so subtly that you may very well belt out one of his signature catchphrases without thinking. He’s the perfect blend of shameless and savvy - an archetype for celebrities in the social media age. Whether or not you find his antics grating is irrelevant. Khaled’s cultural prowess is indeed undeniable. Instagram wouldn’t launch its Snapchat clone Stories until August of the following year. It sticks with me now because Khaled, the pop-cultural soothsayer that he is, managed to tap into a nascent zeitgeist. This was before it was normal for wealthy celebrities to live broadcast every moment of their expensive lives to the rest of us ad nauseum. “The key is to make it,” he chanted, turning to his signature catchphrase in a time of crisis. He grew increasingly panicked, all while keeping his phone’s camera pointed at his face. As millions of people watched in real-time, Khaled found himself in the dark unable to navigate home. Using his then-ascendant Snapchat account, Khaled documented a quick jaunt from his Miami beachfront mansion to his buddy Rick Ross’s nearby beachfront mansion. A viral moment forever stamped into my mind is DJ Khaled’s 2015 Jet Ski incident.
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