Everything DJ Khaled says is funny, apparently. At least that’s the way it seems at the Soho Apple Store where the Miami-reared DJ/producer/ad-libber/hitmaker is set to be interviewed as part of the company’s Meet the Musician series. He arrives nearly 30 minutes late wearing the regalia of hip-hop royalty: leather jacket with a fur-lined hood, sneakers that probably cost as much as a new laptop, and jewelry that makes you believe diamonds can actually dance. “Sorry I’m late,” he tells the crowd in *Khaled voice* (an excited high-pitched boom that turns regular sentences into powerful and hilarious affirmations). “New York City traffic is crazy.” The crowd erupts in laughter. He could read the sideeffects of a drug advertised on late-night television and make it more entertaining than an SNL skit. For example: “That’s the new MacBook? The gold one?” he excitedly asks no one in particular when he notices the new Apple laptop on stage. “Yo, Jay, find out how much that cost. I need one of them.” Boom. Laughter. Or when he’s asked by an audience member what he should tell his friends who are still confused as to what exactly Khaled does and he replies with “I’d tell them—HEH—bow down and kiss the ring.” More laughter.

Despite releasing some of the biggest rap songs of the past decade, it’s clear that this is what people came to see: the bravado and posturing that has made him one of the most endearing and divisive figures in urban music. Sure, they came to hear about his new album, to hear about who’s featured on it and in what capacity they’ll be used, but they really came to see the DJ Khaled Show. Watching him on stage, almost 10 years into his career, it’s tough to figure out if this is all an act Khaled has concocted for attention. Or if he’s dead serious when he says absolutely ridiculous things like “I told [Apple] to add the most powerful servers” to handle the release of a song that didn’t even make it onto the Billboard Hot 100 chart. Antics like this, or appearing on MTV to fake propose to Nicki Minaj all in the service of promoting a single, have become the DJ-turned-record-svengali-turned-professional-personality’s bread and butter. But is it possible for someone to be that on all the time? Sacha Baron Cohen isn’t always Borat, although Lil B is pretty much always Lil B. But is DJ Khaled always DJ Khaled even when the lights, cameras, and microphones are turned off?