The Keys Read online

  Not only is he a major part of history, he’s still a part of the story, which is a testament to his greatness. He’s been a chairman for years, from Def Jam/PolyGram/Universal to Warner Music, and now he has his own new company, 300, through Google and Atlantic Records. If you want a break in music and you have the tremendous luck to run into Lyor Cohen, you better know exactly who he is.

  Once you know the history, you’re more invested, and that keeps you humbled and excited. I keep loving hip-hop and I love the new artists. They might not be new-new, but they are undoubtedly the faces of the next generation. I’m talking about Future, Nicki Minaj, J. Cole, Drake, and Kendrick Lamar. I like to know what’s going on, and I pay attention because I don’t want to miss out. Having that drive is also a part of being humble in a way that will only serve your career, because new energy can be very inspiring.

  There’s nothing like watching a young artist just tear it up in the studio; their expression when they’re in the zone and they know in their mind that they’ve got a hit is amazing. Or seeing them get excited when they meet their heroes; that’s a good reminder of why we do this.

  If you start getting a crazy ego about how hot you are, you might not have the opportunity to take part in the next generation. That’s some dinosaur shit. You’ve always got to be looking out for who’s next, who’s hot. You never know when you’re dealing with an artist who might give you that holy grail.

  On my album I have a track with Jay Z and Future, “I Got the Keys,” and it’s unforgettable, but what I will always remember is when Jay did “They Don’t Love You No More” for my eighth album, I Changed a Lot. That was a huge door I had to open. I really needed something special. I needed that verse—that blessing from Jigga—to elevate everything to the next level. Jay Z is timeless, you can’t deny his greatness, his voice and his verses are forever. That’s what I love about him. He’s a mogul. At this point in his career he doesn’t have to make music. But he does it for the culture and his love of the game.

  But of course Jay doesn’t just give you a verse. It takes a whole lot more than just asking the man. You know I had to get on my tour bus and move my girl and my business operations to New York for a year straight just to get that verse. I stayed focused; I didn’t get mad and I didn’t get frustrated. What’s there to be frustrated about? Jay Z doesn’t need to give me a verse, so I’ve got to convince him to give me a verse. I stayed humble and showed him I was relentless, and at the end of the day our relationship and his being my friend made it happen. Every morning I woke up and I believed I’d get that verse. Sometimes you want to give up—I just don’t.

  It was amazing when it finally happened. I knew my energy had paid off. We were in the studio recording several times, and then he finished it on the road. And it was such a blessing, because, man, that’s a new Jay Z verse in the world. That’s exciting. I’m a fan first, and that’s huge.

  When I say “Vibe with me,” it means “Let’s chill and have a good time.” When everybody’s in a positive mood and everybody’s just having a good time, that’s called catching a vibe. Everyone who comes to my home knows about the vibe. Look in my fridge: There are delicious juices and smoothies. I have healthy snacks all over my house for everyone, the chef will cook up whatever you want, and you can sit by the fire drinking Cîroc or D’Ussé or some Belaire and relax.

  People who have love for me need to feel welcome. It’s hard out there in the world, so when people are near me, I want them to be comfortable. I remember when I started throwing my birthday party; it’s called Temple, and it’s been going on for fifteen years. Temple is all about getting a religious experience through music. But the best part is that I got to bring acts down to Miami from everywhere—Busta Rhymes, Trick Daddy, Rick Ross, Fat Joe, Pun, M.O.P., O.C., Canibus, Wyclef, Puff Daddy, Swizz Beatz. From Kanye West to Lil Wayne and Birdman—too many artists to even name here, but just everybody would come and hang out. At the beginning I would DJ, but now it’s like a concert but in a party style. It’s to where I can’t even tell you who’s going to perform because people just go off. It’s a celebration. You’d think it was like the Grammys or the BET Awards, because everybody comes. Just all the private jets flying in.

  These artists were in Miami, so to me it was like they were in my home. In the early days I would even pick some of them up from the airport, but no matter how big the party got it was always all love because I made sure it was that way. They knew that when they were tearing it up with Khaled it was a special situation. So when I say “Catch a vibe,” it’s always the most positive vibe. It doesn’t matter if it’s just a few people over at my house or thousands of people in the club; I keep that special energy around me. It makes people want to be around you and want to work with you, too. Good energy attracts good energy, so make sure your vibe is the best.

  KHALED USED TO DJ at my club on South Beach at a party called Rockers Island. It started in 1996 and every three to four years we changed the venue but it’s still going on today twenty years later, the same event on a Friday night. He was a hip-hop DJ and this was a predominantly reggae party. He wanted to play hip-hop and at first I told him no. But he would push and ask over and over and then he started playing and scratching and pulling all these tricks and the crowd went wild. Khaled’s work ethic is one of the things that I most admire about him. This man does not take no for an answer. People say that a lot but you don’t really understand until you meet DJ Khaled what that means. When you tell Khaled that you can’t do something or something’s not happening he just doesn’t hear you. It’s amazing because he gets everything done that way. It’s been something that I’ve taken on in my own life and business since meeting him. That whole approach works.

  The Khaled that everyone sees now has the same energy as he did when I met him in 1996. Nothing changed. This is really who he is. To this day if he needs something from you right now, if he’s like, “I need you to pick me up at the airport,” he’s not going to stop if you don’t answer about picking him up at the airport. It’s as simple as that. The guy is persistent, and it’s an amazing characteristic because it really does work. Talk to anyone he’s ever worked with and they’ll tell you the same. He has to be persistent chasing artists, chasing lawyers. His path hasn’t been easy.

  I have this story about Khaled that I tell all my staff members who are new to the organization, and it goes back to loyalty and being careful in the industry that we’re in. Be mindful of the money that we generate in that your loyalty has to be bigger and a lot stronger. I consider everyone I work with to be a family member, and Khaled worked with us for about two to three years. When Rockers Island got shut down at Amnesia, Khaled was working with me every Friday making money. But the owner sold the building so we were out of a venue, and it was hard for me to find another one. Maybe on the third or the fourth week he called me at the house and told me he’d gotten a call from another nightclub to DJ. He really needed the money. He said, “My mortgage is due, my car note is due, and I don’t have any money but I’m going to stay with you.” That floored me, because he had a choice to continue his own life and get back on his feet instead of waiting with me to get my situation together. And not only did he say that, he did it. I realized that this was a special guy, because anyone else would think about themselves first before another person. He could have lost so much but he waited. I will never forget that.

  —Joey Budafuco, event promoter

  RESPECT THE CODE

  Respect the code. It’s that simple. Treat people the way you want to be treated, keep your word, be trustworthy, stay loyal, and don’t be evil. Do all these things together and you will have the best relationships. People are envious of my relationships. Let me tell you, God is good but it’s not a miracle that allows me to do business with these amazing, inspiring people. It’s all in the way I respect the code. These are people who rely on me personally and as a business partner and people I rely on in return. I’m blessed to call them my friends.
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  Having that understanding—that trust—is important if you want to accomplish big things. The code isn’t mysterious; it’s not a hidden key. It’s just that a lot of people are shady and petty and love wasting energy trying to ignore the code. If you spend too much time with people who deny the code—and these people are definitely “they”—you might think it’s natural to promise one thing and then deliver another. You might think it’s okay to make deals to get ahead and not make good on any of them. If you do that you will fall. And let me tell you, fake friends don’t care when you’re down. That’s just obvious.

  Special cloth are unique and sensitive. Brilliant minds can’t work until they trust you. The geniuses I work with know that not only will I grind harder than anyone else in the world to make a track shine, whatever happens in the studio stays in the studio. There’s no drama and bullshit when we work. It’s all love and good energy.

  The code is about respect. If you want to be respected, respect has to be earned, and the first step is that you’ve got to respect that person, too. If there’s a phone call you got to make before you make a move, do it. If you’re about to do a deal with someone your friend doesn’t like, let them know. Tell them it’s not personal and all parties will respect you for being up-front. They might not enjoy what you’re about to do, but they’ll appreciate you for your honesty. I’m always on the up-and-up because I work with big people. You have to be. Big people don’t get big by not respecting the code. Especially the types of people I make money with. I have love and respect for everybody and ultimately my relationships are everything to me. I refuse money because of my relationships, because that’s also the code. I refuse money all the time.

  Now, I’m not the type of person to tell people exactly what I do or don’t do. I don’t have to tell my partners every time I refuse money, but let me tell you: The people who know know. I never have to mention it. That’s the code. Bosses know, and they remember. Most of my relationships I’ve had for a long time. Jay Z, Joey Crack, Rick Ross, Puff—these men are like brothers to me.

  But I understand that when you’re coming up, it’s hard to say no to a quick deal. I won’t lie to you; the temptation is real. But let me be clear: Respect the code even when it’s hard—especially when it’s hard.

  For me, in my early Miami days, I knew I had to build my name and my reputation. Those were some challenging times. In those days, I didn’t always have a place to live; that’s just what it was. At the time I wanted to DJ in the club so bad, but I knew that I had to prove myself. There was this guy, Joey Budafuco, who everybody called “Budda,” and he was this big important guy when it came to the Miami party scene. He was a big man who stood around six foot five, and I’ll be honest with you, he might be my family now but back then he was a little intimidating. Budafuco threw this incredible party called Rockers Island in Miami and I would ask him all the time to let me DJ. They played reggae and some hip-hop, and I knew that if I got in there it would be amazing. But I also knew that I had to respect the code and prove myself. So for a while I just handed out flyers and even worked security for VIPs whenever he needed me.

  It’s not that Budafuco didn’t want me on, but he didn’t really know who I was yet. At the time I was hosting the pirate radio show but knew I had to figure out a way to get to DJ in the club. It was just a matter of time. He needed to see what I was about, so I worked and waited and was just always around in case that opportunity came. I stayed grateful and didn’t complain. I played my position. So one day, and I don’t even know why, he turned to me like, “You know what? I’m gonna let you DJ a fifteen-minute set.” Now, you know I’m always ready, so of course I had my records with me and it was on. Major key: Always be prepared for the next step in your vision. I tore that club up so legendarily, and everyone was happy for me that I killed it. After that every Friday was my night, and it became the hottest party.

  Everything was incredible but there came a time when Budafuco’s party lost its venue for a few weeks. And of course it just so happened that it was exactly the time when I had bills due. As I was wondering how I was going to pay everyone, I was approached by a competing club to DJ for a quick check. I had a decision to make, and it shouldn’t surprise anyone that I decided to respect the code. My reputation is everything. So is loyalty. Budda looked out for me when I needed him to, and these are actions I will never forget. I told Budafuco I was going to wait for him, and after a few Fridays we were up and running again. We weathered the storm together, and after that, business was booming and our bond was unbreakable.

  When everybody respects the code and moves with a clean heart, everybody thrives. When I say I’ll do something, I do it. That’s my word. When I say I’ll help you, I’ll help you. When I say you’re going to have a good time at the most legendary party, that’s a promise. And in case you forgot, I keep my promises.

  When I was young I fell in love with Rastafarian culture. And that love only grew over the years when I started going to Jamaica. Hip-hop was my first love, but I love reggae and dancehall. Mavado is on my label; Buju Banton, Stephen Marley, Rohan Marley, Bounty Killer, Capleton, and Elephant Man—these are my friends. You’ll hear Sizzla playing in the background of my Snapchats, and you’ll notice I always play conscious music in my musical garden. Bless up comes from this culture. It might be the way you greet somebody, but for me it’s almost like a prayer. Like just a reminder to myself and those around me that God is good. I love that it’s something I’m known for. I walk outside my door wherever I am and Fan Luv tells me bless up and it’s a vibe. It just puts a smile on my face when people say it to me. And I like to think it puts a smile on their face when they say it. I’ve got everyone saying it to me. It’s not about what God you worship or what religion you are; it’s just about taking a moment to speak on your blessings. It’s about all coming together and being thankful for life. The fact that my favorite greeting spreads positivity and gratitude is beautiful. And that I learned this from a place as amazing as Jamaica brings me joy.

  I KNEW KHALED from Mixx 96 as one of the most excited and passionate DJs to bless the underground airwaves. At the time he started putting his albums out, we linked up because they needed visuals and they wanted them to look a certain way. I’m from Miami so it just made sense. I did a few smaller videos with him but when we did “We Takin’ Over,” that really put him on the map. It put us both on the map.

  I was working at a big production company in LA and we did a lot of large-scale commercials and some big-budget videos, but this was Khaled’s first video and he was on Koch Records, so they didn’t have a significant budget. The production company was like, “We can’t do what you’re envisioning for this. This concept is just too expensive.” And I was like, “You don’t understand. This is Khaled and he’s got every huge artist. This is the biggest thing ever,” but they just didn’t get it.

  So me and Khaled just went down to Miami and reached out to locals. We were just like, “Let’s make this happen.” We got people to shut down highways for all those driving scenes, we had boat shots, we shot for two days and got that church, and for me personally that video changed everything. I left the company, started my own with my producing partner, Judd Allison, because I could see what we could do ourselves. When people saw the visuals people were just like, “How did he pull that off?” because no one on Koch was making visuals like that. It looked like an $800,000 video, and it was the birth of me and Khaled’s relationship. It was madness, but somehow it all came together. We both dream big, and even if no one says we’re going to pull it off, we do what it takes. We share this kindred spirit and together we’ve made so many iconic videos since then, but it’s been quite a ride.

  And even now I’m not his director on every video—I have my schedule and he has his—but we have this great relationship. He’ll call me and send me a video that he just shot and ask me my opinion of it, and we’ve been through so much and I always want to see him win so we’re happy to have the bless
ings we do.

  I’m so proud to be from Miami, and I knew a lot of the artists when they were just coming up like Khaled, Rick Ross, Flo Rida, and Pitbull, so any time there’s a Miami music video, there’s a certain passion and pride that goes into it for me. In fact the only cameo I’ve ever made in any video is Khaled’s and it’s for a song called “Born-N-Raised.” It’s all about Miami and he insisted that I be in it. I’m not the type of guy that likes my face out there and I prefer to be behind the camera, but that particular video represented Miami and what we all stand for, so I was proud to be in it. Khaled just believes anything can happen and has the work ethic to make it happen, and he’s found success with that formula. I’m just so happy for him.

  —Gil Green, director, 305 Films

  BELIEVE IN THE HUSTLE

  When I say “Let’s win more,” I mean we. Just like “We The Best.” Not only is it important to big up yourself, you’ve got to big up everyone else. I’m all about the most ambitious collaborations in my work. But even if you just started following me because of Snapchat and are unfamiliar with my music, you’ll know how important Fan Luv is to me. That’s also a collaboration.

  I love hip-hop. I love the culture. I was a fan first, then a DJ, then I was on radio. I threw parties, and then I became a producer, then an executive, and then an artist. I worked hard, but friendships and teamwork are a huge part of it. I want to win, but I also want everyone who’s supported me to win. Major key: Believe in the hustle.

  Let me tell you a story about the exact moment my life changed. I had the number one radio show and was DJing in clubs seven days a week, and things started getting a lot better for me. I loved Miami and was so grateful for the opportunities, and it was like everything I’d worked so hard for was all finally coming together. I’d just dropped “We Takin’ Over.” It was 2007, so this is already almost ten years ago. We were shooting the video, and me and Rick Ross were driving backward in a convertible, reenacting the Puff and Biggie scene from the “Hypnotize” video. As we were driving, I remember turning to Ross with so much joy in my heart and saying, “We made it, man. We made it.” Ross turned back to me and said, “This is a movement.” We both knew. Ross had dropped “Hustlin’ ” and we could both feel the energy—we were in.