Challenger Brands

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
By Nicole Ortiz

March 1, 2020

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.

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This story first appeared in the March 2, 2020, issue of Adweek magazine. Click here to subscribe.

Nicole Ortiz

Nicole Ortiz is Adweek's senior story editor, managing Adweek's edit hub through which all digital content flows.

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