DJ Khaled "Another One"

Origin

DJ Khaled is a record producer and label executive, born November 26, 1975, whose career had been long and successful before the internet noticed him. He had hits, executive credits, and a reputation in hip-hop going back to the mid-2000s.

What changed in 2015 and 2016 was Snapchat. Khaled began posting near-constant short videos of his daily life — watering his plants, driving, working out, delivering unsolicited advice into the camera at close range — and the results were so relentlessly earnest that the internet adopted him wholesale.

The catchphrases came out of that stream: “another one” (announcing anything, repeatedly), “major key” (a crucial piece of wisdom), “bless up,” and “they don’t want you to win.”

What it means / how it’s used

Khaled’s phrases are used as unearned motivational punctuation. They attach to trivial achievements the way he attaches them to genuine ones, and the joke is the total absence of proportion.

Their uses:

• “Another one” — announcing a repeat of anything, however minor.
• “Major key” — presenting obvious advice as profound insight.
• “They don’t want you to win” — framing any obstacle as deliberate sabotage.

The affection in the joke is real. Khaled is not being mocked for insincerity — he is very obviously sincere, and the comedy comes from applying that intensity to putting the bins out.

How it spread

His Snapchat account became one of the platform’s most-watched in 2015, and the moment that cemented it came in December 2015, when he got lost on a jet ski after dark trying to travel home from a friend’s house, and narrated the entire ordeal live to his followers. He was fine. The internet was delighted.

Through 2016 he was inescapable: his phrases entered general use, his face circulated as reaction images, and he leveraged the attention into a genuine commercial resurgence — a bestselling book built around “major key,” high-profile guest appearances, and a run of chart singles.

The wider Khaled meme economy also includes Suffering from Success, taken from his 2013 album cover, and “congratulations, you played yourself.”

Notable examples & variations

• “Another one” applied to trivial repetitions.
• “Major key” attached to obvious advice.
• The 2015 jet ski episode, still referenced.
• Reaction images drawn from his Snapchat videos.
• His son Asahd’s frequent appearances, a meme in their own right.

Legacy / cultural impact

Khaled is the definitive example of Snapchat’s brief moment as a meme engine — a period around 2015 and 2016 when the platform’s disappearing, unedited video format produced a specific kind of unguarded content that nothing since has quite replicated.

He is also a rare case of a subject who converted meme status into a durable career expansion rather than a novelty phase. The phrases entered the language, and he is still using them.