How DJ Khaled Has Made Confidence a Brand—and a Formula for Outsize Success

'There are things that you've seen me do already, but we're going to put steroids into it'

'Social media is really not a strategy for me,' Khaled says. Rose Marie Cromwell for Adweek

We’re only a few months into 2020, and DJ Khaled has already had a banner year. The music mogul and social media personality, whose real name is Khaled Mohamed Khaled, won his first Grammy, starred in his first Super Bowl spot, appeared in the movie Bad Boys for Life (and produced the soundtrack) and welcomed a new son.

This story first appeared in the March 2, 2020, issue of Adweek magazine. Click here to subscribe.
@neco_ornot Nicole Ortiz is a senior editor at Adweek, overseeing magazine departments such as Trending, Talent Pool, Data Points, Voice and Perspective.