“Snaps”–photos or short videos–disappear after just a few seconds, which made it popular among teenagers, including some who used it to send racy selfies and others for whom it served simply as a visual status update. First released in 2011, the app distinguishes itself from other social-media platforms by the ephemerality of its messages. But to date, Khaled has notched only one Top 10 single. “He knows how to put together his songs and how to incorporate people in order to give fans exactly what they want,” says rapper Ludacris, who has worked with Khaled several times.Įven then his themes seemed set, at least judging by the titles of his singles over the past decade: “We Takin’ Over,” “Out Here Grindin,” “Go Hard” and “All I Do Is Win,” a thumping anthem of self-adulation that President Obama has used at rallies. For years, Khaled was best known for his collaborations with hip-hop heavy hitters like Kanye West, Lil Wayne and Drake. Khaled cut his teeth as a DJ, eventually landing his own radio show on Miami’s WEDR station before releasing his debut album in 2006, which launched his career as a recording artist but did not lead to overnight stardom. Love is the answer, and that’s all I know.” I represent love, peace, greatness, blessings and wins. Asked about Islamophobia in the U.S., he preaches, “It’s all love. “Family makes sure that you move forward in the right path, and it’s all about blessings, and it’s all about giving thanks.” Though his faith is a part of his life, he’s generally apolitical. “My mother and father raised me perfect.” That consisted, he adds, of being taught the value of hard work. “I’ve been raised with an amazing family,” he says. Khaled is turning himself into something new: a sage for the social-media era.īorn Khaled Mohamed Khaled in New Orleans to Palestinian parents, Khaled grew up Muslim. Pop stars have long cast themselves as auteurs, entrepreneurs and moguls. And Khaled’s affirmations of self-reliance and perseverance seem tailor-made for millennials, who according to Pew surveys are more optimistic about their economic outlook and the country’s prospects than Gen X-ers and baby boomers. According to tracking firm comScore, 45% of Snapchat users are 18 to 24 years old, compared with 19% for Twitter and 16% on Facebook. But it is Snapchat that has proved to be his most potent outlet. Like many celebrities, Khaled has a substantial following on Instagram (3.3 million followers) and Twitter (2.8 million). They are frequently dotted with aphorisms of excess and self-help, a mashup of Horatio Alger and Tony Robbins. His videos blend aspiration with inspiration and usually consist of an uplifting message paired with a carefully curated glimpse into the flashy life of a self-made millionaire. Snapchat videos top out at 10 seconds and self-destruct after a day, disappearing from the user’s publicly viewable feed, or “story.” That hasn’t stopped Khaled from using the platform to fashion his image. Fame is ephemeral, but you’re supposed to get at least 15 minutes.
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