DJ Khaled and His "Major Key" World - The New York Times

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Photo DJ Khaled during a listening party in Manhattan for his new album, Major Key. Credit Rebecca Smeyne for The New York Times

On a recent muggy evening, the music producer, Snapchat philosopher and Beyonc tour mate DJ Khaled sat at a mixing board in a recording studio six floors above Times Square enjoying a large sundae. A scrum of journalists, photographers and record label employees waited for permission to enter the control room, where DJ Khaled, a 40-year-old artist known for his collaborations with hip-hop and R&Bs biggest stars, was to play his new album, Major Key, out this Friday.

Once this ice cream goes in, Ill be ready to go, he said.

Listening sessions for new albums dont frequently feature enthusiastic appearances by the talent, but DJ Khaled is a brand ambassador as much as he is a producer: major keys are the steps to success that he repeatedly touts on his preferred platform, Snapchat. So the event wasnt just a chance to hear his trademark phrases (most often his own name) yelled over a series of polished, star-studded songs; it offered a close-up look at the kind of brilliantly executed boosterism his millions of social media followers usually see at a carefully curated remove the chance to see DJ Khaled build a four-hour commercial for himself and his sponsors in the flesh.

The throng had been growing for an hour and a half. A TV in the studio lounge had been playing the video for I Got the Keys, the first track on Major Key, featuring Jay Z and Future, on repeat. Representatives for Croc vodka and Belaire Champagne had been arranging their products; a brief, tense moment arose when Crocs people found their ice bucket occupied by bottles of Belaire. Placards of the albums cover (DJ Khaled on a throne in a garden of flowers, beside a lion) were mounted on easels.

Dessert vanquished, DJ Khaled asked for water and napkins. Facing a semicircle Yall are some powerful people in the game he began his pitch. Major Key is his ninth album; the previous eight, with titles like We the Best, We the Best Forever and I Changed a Lot (Because I changed a lot, he said.) have gathered the leading artists in his genre, much as one of DJ Khaleds idols, Quincy Jones, did in the 1970s and 80s.

For this album, DJ Khaled explained, he wanted every song to be a potential hit single.

I aint playing no games, he said, citing as an example of his seriousness the albums first two songs, I Got the Keys and the Drake-fronted For Free.

I dont know who did that or whos done that, he added, referring to his ability to enlist such marquee names. I havent met them yet. And Im not going to wait for somebody to tell me they have.

He swiveled back to the mixing console and began playing the album which features collaborations with the rising rapper Kodak Black and the established rappers Nas, Jeezy, French Montana and Kendrick Lamar at a blistering volume. He described the ballad Do You Mind? (featuring Rick Ross, Nicki Minaj, Future, Jeremih, Chris Brown and August Alsina) as having a We Are the World aesthetic. A song for the ladies, as opposed to the many about them.

With the entire album having been played, DJ Khaled turned to what else? Snapchat. He assembled the room behind him, urging everyone to hold up a bottle Champagne, vodka, DUss cognac. Then his audience moved in for selfies.

Suddenly, excitement rippled through the room: Busta Rhymes had materialized, his neck draped in glistening stones. He remarked on DJ Khaleds sneakers.

Get Busta Rhymes some of these ASAP, DJ Khaled said to a man responsible for obtaining sneakers.

Elevens? the man asked.

Busta Rhymes approached an easel holding the album artwork. You went and got the lion for real! I was so against the lion, he said. Dont sit next to the lion.

Busta Rhymes left.

Another ripple of excitement quickly followed: The rapper Travis Scott, who duets with Lil Wayne on one of the albums tracks, and his companions had arrived unexpectedly. DJ Khaled was pleased. He conjured a Snapchat scenario in which the duo were pursued by a mob of photographers not a stretch, because they were.

Too much paparazzi! DJ Khaled yelled in mock anguish, his phone extended in front of him as he and Mr. Scott fled the camera flashes.

DJ Khaled began playing the album again for Mr. Scott, who was overcome with excitement, leaning on the shoulders of others as if physically depleted. They danced together like no one was watching, but everyone was watching. Mr. Scott played a song from his own coming record.

You got one, DJ Khaled said, meaning a hit. They held their shimmering wrists together for a Snapchat video. Then the night beckoned, and DJ Khaled sent his designer backpack and its handler out into the world, where a blue Rolls-Royce and a black van awaited.

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Source: http://www.nytimes.com/2016/07/27/arts/music/dj-khaled-major-key.html