All we do is win is the newest addition to Khaleds growing catalogue of catchphrases. To Khaled, its an assertion of his musics consistent presence on the charts, the radio, the blogs, and most importantly (to him)the streets. Just 10 minutes into a conversation with this new-school hip-hop mogul, and you start to understand why his music is everywhere. Like Billy Mays, DJ Khaled is a pitchman. But instead of OxiClean, the Miami-based radio personality sells music. And his ascendancy into the executive offices at Def JamKhaled is the current president of Def Jam Southproves hes great at what he does, and will continue to be around to please his fans and haunt the haters.
His new album, Victory set to drop on March 2nd, follows whats become a familiar Khaled formula—a compilation of braggadocio-filled tracks and posse cuts featuring multiple heavyweights in the game. It may seem repetitive to some, but Khaled considers himself a supplier to the streets demand: When you hear my music you feel this passion and thats what the people want to hear.
So without further ado, lets find out about DJ Khaleds new album, the reasoning behind his catchphrases, his thoughts on the deceased (Michael Jackson and Roc Raida), and most importantly his love of muuuuu-sick.
AllHipHop.com: To set things off, tell me about All I Do Is Win.
DJ Khaled: I call this record a gift from God. The hook is so monstrous its just appropriate of what Im promoting in Victory. And this is the first time I ever worked with Snoop. We the west connects with We The Best. That was just meant to be. And then Ross he damaged the track. He beat the track up! You feel me?
AllHipHop.com: I also heard Put Your Hands Up.
DJ Khaled: I dont know if you realized, but Put Your Hands Up is something thats never done before. Jeezy, Plies and Ross on one record? Thats like Im So Hood part 9,000! Im just letting you know, Im not playing!
AllHipHop.com: Yes, you and your heavyweights from the South.
DJ Khaled: I come through with heavyweights from the North too. The Nas record with 40 bars! Not 16 bars, but 40 bars! And John Legend sings the hook. I got music, man.
AllHipHop.com: I always wanted to know this. How are you able to get all these big-time artists into your projects?
DJ Khaled: Because I make great music, Im passionate, and Im aware. And all these artists I have on my album, they know me personally. They know Im going to win, they know Im going to deliver, and they know Im going to put it out there in the streets.
AllHipHop.com: So you consistently keep in touch with these artists.
DJ Khaled: Absolutely! And dont forget Im also president of Def Jam South. Im a Hip-Hop mogul. My job is to be in the heart of music at all times.
AllHipHop.com: Can you explain how youre a Hip-Hop mogul at Def Jam?
DJ Khaled: Were working on the new Ross album right now. Its called Teflon Don. Im the A&R, and Im the co-executive. But its not even about that. Its about making great music. And Im working on Jeezys new album called Thug Motivation 103. We got Ludacris coming out with Battle of The Sexes, and Juelz Santana is coming. 2010, Def Jam takeover, baby!
AllHipHop.com: Are you
DJ Khaled: Kanye West coming too!
AllHipHop.com: How are you involved in these albums?
DJ Khaled: I mean musically if I hear it, I deliver a hit. Def Jam is a team. Its everybody from the marketing department to the executive department to all the VPs. We all come together to make sure our artists win.
AllHipHop.com: If you dont mind can you expand on what is your role?
DJ Khaled: My role as president of Def Jam South is bringing in hits, and finding new artists. Im the executive! Im sure you know what an executive is.
AllHipHop.com: I just wanted to clarify.
DJ Khaled: Like breaking hits, bringing hits, and developing artists. Its called maintaining our superstars and makes them number ones. Its called going in, you know that.
AllHipHop.com: Speaking of new artists, you brought out Ace Hood. After two albums with lukewarm responses do you still think hes going to blow?
DJ Khaled: I mean, Ace Hood is still 21 years old. The hoes, I mean women, they love him, and he has potential to be a superstar. Its going to take hard work and I have his back 100%.
AllHipHop.com: So how is Victory different from We Global? They both have very dominating names.
DJ Khaled: It just gotten bigger. All my albums have been amazing, and incredible.
AllHipHop.com: Okay, then how is it bigger?
DJ Khaled: The concepts get bigger, the record gets bigger, and I make timeless music.
AllHipHop.com: You just said, I make timeless music. Tell me whats your involvement in the music making process?
DJ Khaled: DJ Khaleds involvement is everything in the record. DJ Khaled comes up with the concept. DJ Khaled gets with the producer and is either me making it or somebody else making it with me orchestrating the situation. DJ Khaled is bringing the energy from the artist, to me, to the producer, then to the room. I am Berry Gordy of Hip-Hop.
AllHipHop.com: Did you just say youre Berry Gordy of Hip-Hop?
DJ Khaled: You better believe it.
AllHipHop.com: Since you mentioned that. I see some sort of similarities between you and Diddy. He orchestrated many albums, and he too put in various catchphrases in them. But he didnt directly get with the musical process. Do you
DJ Khaled: I wouldnt say that. I know Diddy very personally. He is always involved in the musical process. I dont know where youre getting your information from, but Diddy and Khaled are 100% involved in the music-making process. I am involved 100 million percent in the music-making process.
AllHipHop.com: Right, so if its a sampled record do you actually
DJ Khaled: Its called direction. Its called energy. Its called an idea. Its called maybe having a melody in the head. There are too many things involved. Thats why Im trying to tell you that Im the hood maestro. You know what Im trying to tell you?
AllHipHop.com: Uh, yes.
DJ Khaled: This album is a f**king classic, man. We make hits!
AllHipHop.com: Youre very energetic.
DJ Khaled: Well, thank you, my brother.
AllHipHop.com: Why do you always say, We the best!?
DJ Khaled: Because thats my brand. [Laughs.] Its like Diddy saying, Bad Boy.
AllHipHop.com: Right, but you do know that grammatically speaking its we are the best.
DJ Khaled: No, its called We The Best. And its not grammatically incorrect. Its what we want it to be.
AllHipHop.com: Who is we?
DJ Khaled: We is the people of the streets. We is the people that love music. We is the people that love greatness.
AllHipHop.com: Then what about those who are against your causes?
DJ Khaled: I dont know them guys, and I dont entertain them guys. Thats called life, man. Its more love than hate! We winning, baby.
AllHipHop.com: Right, is that why when you got entangled with Ross and 50s conflicts you avoided the situation?
DJ Khaled: I roll with Ross, and hes my brother. And its not about avoiding anything. I just dont entertain negativity. So why would I entertain something that doesnt need to be entertained? I make music, Im about love, and Im about great energy.
AllHipHop.com: Going back to the album, your first single Fed Up features Drake who was up for a Grammy this year.
DJ Khaled: I think he deserves everything hes doing right now because hes a winner. And I think everybody deserves a Grammy. Jay-Z won, and I was happy that he won.
AllHipHop.com: Did you think the results were too cliché?
DJ Khaled: Im just a fan of the music. Obviously just to get nominated is a win. I got to watch it at home, and I enjoyed the Michael Jackson tribute.
AllHipHop.com: Speaking of MJ, you mentioned that you wanted to work with him at one point. What would the end product sound like?
DJ Khaled: I mean Ill give him some ideas on how I want the record to go, and I hope hell agree with it, and I think me and him wouldve made something so crazy like Imagine Michael Jackson singing Fed Up.
DJ Khaled: You see what Im saying?
AllHipHop.com: That shit would be crazy, for real.
DJ Khaled: Exactly. I bring them to my world, and my world is the streets.
AllHipHop.com: When you say the streets do you mean the crime?
DJ Khaled: Im talking about the mother******* streets! Going from hood to hood. Im talking about the mother******* ghetto. Im talking about the mother******* concrete. Its called we out here trying to survive. Thats why if you listen to my music, you can hear this passion! On Im So Hood what you think that is? Thats a mother******* classic! You know what Im saying? We get it in, baby!
AllHipHop.com: Where does your energy come from?
DJ Khaled: It comes from God, man.
AllHipHop.com: By the way, Gods son, or Nas, on that track Victory sounds crazy. What went down to make that track happen?
DJ Khaled: I worked with Nas plenty of times, man. I sent him the beat, and we spoke on the phone, and I explained to him that its the title track. And he decided to go 40 bars of lethal lines.
AllHipHop.com: What about the track with Shyne?
DJ Khaled: Hes a good friend of mine too. Ive always waved a Shyne flag, and when he got out, I called him, and I told him what Im trying to do, and he was like, Khaled I got you. And Shyne actually came up with the concept for the beat.
AllHipHop.com: Did you think his verses were a bit rusty?
DJ Khaled: No, he put it down! (Editor’s note: This interview was conducted before Khaled removed the Shyne-song from his album.)
AllHipHop.com: Before DJ Khaled-the Def Jam executive-tell me about DJ Khaled the DJ.
DJ Khaled: My brother, this is DJ Khaled the number one DJ in the country. DJ Khaleds not an overnight success. DJ Khaleds been in the game for 20 years. I used to DJ on roads, DJ in clubs, put out mixtapes, sound clashing in Jamaica, and still maintain a radio show thats number one.
AllHipHop.com: But before the accolades Im sure you were at one point a crate boy, right?
DJ Khaled: I wouldnt call it a crate boy. I would call myself in love with hip-hop.
AllHipHop.com: Then who brought you into the game?
DJ Khaled: I brought myself into the game for the love of Hip-Hop. I used to be in DJ battles, and I would rip the Peter Piper record like a movie.
AllHipHop.com: Interesting. Knowing that the purist crowd still has difficulty referring to you as a real DJ.
DJ Khaled: I cant agree with them because they dont know my history. Its like saying Jay-Z is not real hip-hop because hes successful. Im one of the realist DJs, and Im on the turntables cutting it up like a movie!
AllHipHop.com: Word. Its been a while, but how did you feel about Roc Raidas passing?
DJ Khaled: Roc Raida is a great person, man. I loved the way he rocked; he repped the Heavy Hitters crew, and he was one of my favorites. Its sad hes gone, but were going to keep his name alive.
AllHipHop.com: Now as a mixtape DJ are you threatened that blogs are breaking records faster?
DJ Khaled: No, Im not because the blogs are not the DJs, and theyre not in the streets.
AllHipHop.com: Of course, the streets.