. >> lbless up, that's my everyda greeting, bless up. fy text you, call you, bless up. >> special cloth, explain. >> this is special cloth, dj khaled, cut from special fabric, one of one, rare breed. >> some people think when they he trying to be funny, is he putting on? >> definitely not an act and i want the world to know i'm super serious. and this is just dj khaled. >> reporter: after a year of snapping, khaled isn't concerned about keeping it fresh for his fans. but keeping it authentic. >> do you feel a need to come up with new catch phrases? >> no, i don't feel pressure at all. anything i've ever done has been just a vibe. it's a vibe, natural. i don't wake up in the morning trying to figure something out. that's just way i talk, know what i'm saying? it relates to all the people in the streets. >> reporter: khaled now leverages his massive audience on snapchat to promote his music, building buzz around new songs for free. ? is it just me or is this so so good i shouldn't have to ? >> how do you describe yourself? some people can'