One hallmark of the modern era is that each of us is always temporarily haunted by a particular video, and for the last week, mine has been this clip of DJ Khaled hearing the name of a shrimp dish and then asking “have you ever played rugby?”
I’m not alone in being momentarily obsessed with this video; countless comments revel in its absurdity, there are t-shirts, and at least one swaggering child has made a perfect tribute. But nobody seems to care why the video exists in the first place. Sometimes we have to accept that things don’t happen for any satisfying reason, but this is not one of those times. Our minds crave order, and I crave an explanation for why DJ Khaled said this particular wild thing instead of any other combination of words he may have called upon in that moment. Let’s consider the following possibilities:
DJ Khaled lacks self-awareness and it’s futile to assign intent to anything he says
Certainly, some people think that Khaled is a buffoon who is only unintentionally funny (or not funny at all). I disagree, but I also don’t think it would be a satisfying origin story for “rugby” or any other Khaled catchphrase. I’ve always felt like I’m laughing with Khaled, not at him – and similarly, laughing at this video feels like laughing at a joke, not at a situation.
Some aspect the scene made him think about rugby
Is there some connection between shrimp and rugby? Does the server look like a famous rugby player? Is the cameraman wearing a rugby jersey? I don’t know much about rugby, so I can’t thoroughly evaluate this one. But I don’t think this is the answer – the video’s virality is at least partly due to its apparent randomness.
He had rugby on the brain and couldn’t wait for it to come up organically
Who among us has not committed a similar social faux pas? Maybe you’ve just read something interesting and you’re thinking about that when you really should be responding to what’s happening in front of you, and so you blurt out “Cleopatra was alive closer to the invention of the iPhone than to the construction of the Great Pyramid” or whatever the thing is. It happens, everyone looks sort of embarrassed to have been part of the interaction, and you move on. But that’s not what happens here. Khaled smiles confidently as he says the line – it doesn’t seem like an accident. He meant to say this particular thing, which leads us to:
Just another day in the content mines
Of course, this is not the first instant-classic DJ Khaled catchphrase. At this point, he’s more famous for short motivational videos and memorable quotes than he is for being a DJ, and he’s always making videos. Most of them, though, are fairly straightforward, even if they’re very funny – he’ll be at a restaurant eating lobster and say “tell ‘em to bring out the whole ocean” four times in a row, or he’ll show up in a golf outfit and say “let’s go golfing” four times in a row (repetition is key). The best Khaled videos are all silly, but the catchphrases are usually clearly correlated with the content of the video. I can’t put “rugby” in the same category. It’s content, yes, but there has to be more going on.
DJ Khaled is a character played by an actor of the same name
Technically DJ Khaled’s real name is Khaled Khaled, but maybe he’s doing a Stephen Colbert. The comment sections of Khaled videos are mostly filled with other Khaled catchphrases, but there are also comments saying things like “there’s no way this dude is real.” They mean it figuratively, but what if it’s literally correct? There are lots of straightforward Khaled videos that could just be a naturally funny and somewhat oblivious guy repeating catchphrases into the void like a human soundboard, but there are also videos that border on performance art. Take this interview, where Khaled explains why he hasn’t lost weight despite his many gym-related videos (“I don’t lose, you know what I’m saying, all I do is win”). Or the greatest Hot Ones episode of all time, where Khaled taps out early and insists knowing his own limits is a moral victory (fair). Or this clip where he repeatedly mispronounces “jewelry” until it goads the interviewers into a reaction, upon which Khaled smirks and moves on. To me, this is the work of a professional comedian. Yes, everyone is sort of playing a character online, and famous “content creators” are doing it way more than everyday people. But I think DJ Khaled has crossed the line between exaggerated version of a real person (Like Karl Pilkington in An Idiot Abroad or Michael Jordan in Space Jam) and fictional character. A real human being does not hear “shrimp shumai” and say “have you ever played rugby?” But a comedic character designed to make people laugh and make videos go viral? Absolutely. The key difference is intent – Stephen Colbert, the conservative anchor of The Colbert Report, is not trying to be funny, but the actor Stephen Colbert is. Ali G is not trying to be funny, but Sacha Baron Cohen is. I think that’s what’s going on with DJ Khaled. DJ Khaled is a clown, but the real Khaled Mohammed Khaled is in on the joke.
Whichever explanation for “rugby” you prefer, I suppose there are multiple ways to enjoy DJ Khaled videos – maybe he’s just a guy living his life and saying whatever he feels like saying, or maybe he’s a calculating comedic genius playing a character intended to make us laugh. Maybe your opinion of DJ Khaled and the level of intent behind his catchphrases affects the way you watch the videos, or maybe that doesn’t matter to you at all. That’s right, this has been yet another post about artist’s intent, gottem