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DJ Khaled Talks Golf Essentials, His New Nesquik Collab, and What to Expect From His Upcoming Album
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The marketing world is rife with celebrity drink sponsorships, and while you might think of tequilas, gins, and whiskey, DJ Khaled is taking it in a different direction. He partnered with Nesquik on a cinnamon bun-flavored milk drink dubbed Another Bun. It may seem like an unusual collaboration, but even Khaled’s detractors would have to admit that he’s a singular figure in pop culture.
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He stands out in hip-hop for his relentlessly optimistic aphorisms and eschews the masked, mysterious persona many DJs have cultivated. In addition to his Grammy-winning music, Khaled is known as something of a one-man-meme machine. Who can forget “Congratulations, you played yourself,” or the gripping saga when he got stranded in the middle of the ocean on a jet ski?
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Part of Khaled’s meme-able appeal is his willingness to document his everyday life on social media and his ad-exec knack for catchy slogans. But the biggest reason Khaled’s social media is worth a follow is the genuine sense of joy and enthusiasm he has for life.
We caught up with former cover star DJ Khaled over Zoom from his home in Miami to discuss his golf essentials, Nesquik, and what to expect from his upcoming album.
Like everyone in 2020, Khaled was looking for something to do. “We started just playing golf throughout the whole pandemic, right, and then after the pandemic, we just continue to play more. And then for me, I love nature. I love being able to exercise in a way where I don’t have to go to the gym.”
Khaled’s go-to brand is PXG “from the putter down to the drivers.” “I’m really dialed into those clubs. I love them, but I also love the team at PXG… If you look at the clubs, they look good. They’re forgiving.” Khaled has spun his personal love of the game into a celebrity charity tournament through his organization, We The Best Foundation.
Unsurprisingly, he takes his appearance on the green seriously, too, whether it’s his Louis Vuitton golf bags or his Jordan sneakers. “When I go to dinner, I’ll catch myself wearing a golf outfit out.” Jordan Brand partnered with Khaled on his celebrity golf tournament, and Khaled clearly admires Michael Jordan, mentioning him multiple times in our interview.
There’s an aptness to the comparison — what is DJ Khaled if not the Michael Jordan of being DJ Khaled? He’s a one-of-a-kind figure in popular music, at once earnest and amusing, and able to get his many, many collaborators to bring their best. Khaled has been doing this for a long time, sustaining a nearly two-decade-long career by betting on himself, firing off catchphrases, and creating the kind of hitmaking longevity rarely seen in hip-hop and pop.
He sees having his likeness on a Nesquik bottle in the framework of Jordan’s iconic marketing moves. “I remember seeing Michael Jordan on a Wheaties box, right? That’s huge. DJ Khaled, on the Nesquik bottle. It’s a dream come true. It’s a goal of mine to be able to collaborate with a powerful brand like this.” His Nesquik collaboration was also something he could show to his son, Asahd. “So now when he sees this, he put one in his room.”
Now a father of two with a string of 13 albums behind him, Khaled seems ready to look back with his upcoming album which has been in the works since “the minute I came off that stage at the Grammys.” If it’s not a retirement, it’s at least a culmination of his career thus far. “I’m creating a masterpiece over here and I’m taking my time.”
“But I’m reminding myself of the records I’ve made. You know, “Wild Thoughts” with Rihanna. You know, “God Did,” “All I Do Is Win.” I’m thinking about all my classics. I can go for hours naming them. But I’m putting all that into this album. This is my 14th album, so I’m like, there’s only one way to do this, right? When you’re working on your 14th album, it’s got to be because you really love it.”
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