"What does DJ Khaled actually do?"
This was the title of a Facebook page I Liked back when there was a proliferation of very-specific Facebook fan pages that people created on whims. I also liked the page because, at that time, I had no idea what DJ Khaled actually did.
The Keys is DJ Khaled's answer to that question that ends up spawning a host of deeper inquiries. Such as--would high school dropout have even attempted to use the semicolons that appear in this book's 212 pages? And, more importantly, where do I stand on DJ Khaled's philosophies, talent, and celebrity?
After achieving mega-fame following a string of funny Snapchats and having his first child, the enthusiastic, somewhat obnoxious DJ Khaled adopted a significantly more wholesome image. It's about positivity, being substance-free, and working hard, and it's what comprises the majority of this book. I like it!
Yesterday, I read in the Wall Street Journal that he is selling his old house in Miami, having upgraded to a larger one. Today, he was mentioned in one of the top comments in a Reddit thread about "worst live performances of all time." There's no question that DJ Khaled is a star, but, on Reddit, in the midst of reading this book, I was shocked to find that the sentiment was purely negative.
Many commentators referenced Khaled's appearance on the season finale of Hot Ones where he is a buffoon. Beyond the buffoonery, I found it interesting to observe how quickly his "positivity" facade fell apart as soon as he was challenged by the host. It's easy to preach a gospel when your public image consists entirely of you being the only one speaking into a microphone. This guy really made a fool of himself on what is a lighthearted show where people eat spicy chicken wings.
The interview also revealed that, in addition to lacking emotional intelligence, DJ Khaled really isn't that smart. It is obvious that the guy is surrounded by "yes" men 24/7 and that there is a strategy team behind every move he makes. He claims to be a mogul, strictly speaking is a mogul, but I can't get over my suspicion that he didn't write this book.
The book charts DJ Khaled's career. He started as a DJ and, over time, became a phenomenal DJ, according to him. I respect that hustle. I find it odd, though, that whenever people criticize his live performances, they talk about how horrible he is at basic turntabling. I'm not a purist, I realize that there's more of a market for the mixing and queueing of tracks (which he had to have been skilled at as a radio DJ) then there is for the acrobatics of the needle, but this guy wants us to believe that he won $5000 in a DJing contest 20 years ago. Why wouldn't he still demonstrate this skillset? Did he forget? Am I misunderstanding something?
Further, there has been a continual debate as to what it means for DJ Khaled to be a "producer." Most would imply that this means he makes beats. In the book, he never mentions making beats. It's easy to verify that he hasn't made the beat for any of his hit songs, but did the guy ever make beats at all? He's admitted that he doesn't rap because he's not a good rapper. Okay, that's pretty easy to glean. I think he allows the myth of him making beats to survive because there's really no downside to it.
There is some genuinely cool stuff in the book. Khaled claims to have witnessed Birdman meeting Lil Wayne for the first time while working at a record store in New Orleans. Amazing. Khaled claims that he turns up the temperature in his hot tubs as high as it will go because "they" don't want you to have a hot tub. Amazing. DJ Khaled loved the Rick Ross breakout Hustlin' so much that he played it on repeat for long enough to get suspended from the radio station he worked at. Amazing. He claims that you've got to think future to be future, just ask his friend future. Great line.
DJ Khaled has made a career out of orchestrating incredible hit songs. This was made possible because he's an enthusiastic, relentless dude and he foresaw the rise of the Miami rap scene. I just find it hard to like him. The book left me with too many unanswered questions.