How franchises became the movie business.

“On paper, [DJ Khaled] doesn’t make a whole lot of sense. He’s released eight full-length albums but doesn’t actually rap on any of them. He’s perhaps the most quoted figure in hip-hop, able to create viral catch phrases with an ease that marketing executives dream about. He’s played a serious role in the hip-hop industry throughout his career, yet he’s perceived almost exclusively as a meme by fans across the nation.”