Since the birth of Snapchat stories, many people have been documenting their life through short videos or images, sharing them with their friends. However, none have taken advantage of this feature as much as DJ Khaled. Since late November of 2015, DJ Khaled has dominated Snapchat, as he posts videos of almost everything he does and his fanbase has adopted his lingo as their own. Twitter analytics researched this boost in popularity through how many mentions he got on Twitter, and the data was unbelievable. His mentions were ten times as great in December than in November. This boost in popularity was only a start as he expanded it in many ways throughout the next several months.
By mid-December everyone had fallen in love with DJ Khaled, his adventures, and his slang. Whether it was him asking his personal chef what’s for breakfast, giving us some “keys to success”, telling us to “bless up”, showing love to his fans through his “fan luv”, or anything else he did, it became a household saying for those following him on Snapchat. Once his popularity was recognized and associated with Snapchat, Snapchat themselves worked with him to gain publicity as he became one of the first owners of an Official Story. On Christmas, he was featured on Snapchat’s official holiday geofilter. He essentially became a “living meme” at this point.
In the next few months he was recognized by two companies who signed deals with both Cîroc and Apple Music, becoming one of the first artists to do so. He also opened his own online store with apparel referencing his Snapchat stories.
His latest success was his most recent album he released called “Major Key” on July 29th. It became his first Number 1 album and sold over 95,000 copies in the first week, more than doubling his previous best in Kiss The Ring where he sold 41,000 copies. It is very clear that this success isn’t just because he became a better artist. He is a marketing genius and has grown so much as a celebrity over the past year.
Recently, the hype of his Snapchat account has slowed down, however he is still succeeding in all aspects. We really did “ride with him through the journey of success” as he has become a fan favorite everywhere.
Here is a timeline of his growth over the past year
There’s a new hot mixtape in town that everyone is raving about! No it isn’t Drake’s, Kanye’s or Chance’s. The new artist dropping some heat is the protegé of Betty Crocker herself, Helper. Yes, Helper; the food product consisting of boxed pasta and packets of powdered sauce and seasonings. Within the past two years, Helper’s twitter has produced brilliant ways to attract the millennial community through funny posts and mocking famous celebrities and their products, specifically those of Kanye West.
Back in the summer of 2011, Kanye and Jay-Z collaborated on an album and produced the masterpiece of Watch The Throne. This album became a staple in the hip-hop industry and inspired other artists to collaborate on full albums. The album went platinum about one month after the release and the tour following the album was the highest grossing hip-hop tour ever at that time.
So, what does Helper have to do with this? Well, on April Fools Day this past year they dropped their own mixtape titled “Watch The Stove” taking on the name of this legendary album and also mocking its album cover.
Watch The Stove Cover from soundcloud.com
Watch The Throne Cover from wikipedia.org
This mixtape features songs from various artists including Retro Spectro who is famous in the twitter world. Also, the most popular song titled “Feed The Streets” has reached over seven million plays on Soundcloud. Despite this mixtape being a funny April Fools release, it has actually impacted Helper majorly. This parody has grabbed the attention of younger people active on social media and has boosted their popularity. Overall the mixtape landed in Soundcloud’s Top Charts alongside Fetty Wap and others. The success of this marketing scheme has inspired other ideas by Helper and has changed the use of social media by professional companies. Others that you can now find posting humorous tweets and “millennial relevant” posts include Whataburger who starts “twitter beef” and uses emojis like none other, and Taco Bell who actively gets involved with fans and has unconventional posts that separates them from the rest. Overall, Twitter has become a new marketing platform and Helper is one of the best at utilizing this.
Recently, Helper has hinted at another Kanye spoof. Kanye has been known for his own clothing line besides his music known as Yeezy, often abbreviated as YZY. Helper has made their next step in marketing by advertising for their own brand CHZY
Photo of tweet from Helper’s Twitter (twitter.com/helper)
This endeavor at a potential clothing brand is both hilarious, as was probably intended, yet also surprisingly a good-looking line of clothing. Just as the mixtape was a joke of some sort but ended up successful this apparel could also be a hit. No one really knows the true intentions of Helper marketing, however, whatever the plan is it is brilliant as the brand is distinguishing itself from the competition and becoming a hit in the social media world.