Social media is a huge part of being a successful artist in 2016. It’s no longer good enough to put out a record every two years – you need to be visible at all times on Facebook, Snapchat, Instagram, Twitter, Tinder and every other App in between.

It’s clear that some artists take social media more seriously than others, and while DJ Khaled has spent over two decades in the rap game, Snapchat has been a big reason for his latest shift into mainstream conversation. He’s basically claimed the key emoji to be his own – even naming his latest album Major Key – and has a preference of filming himself eating breakfast and lathering himself in cocoa butter for his millions of fans to see.

However, his latest move definitely takes the cake: Khaled has Snapchatted his fiancée Nicole Tuck giving birth to his first son, all while Major Key plays in the background. Yes, giving birth is usually a private moment restricted to close family, but not for Khaled who clearly never misses a self-promotional opportunity. Over the course of 10 hours, Khaled documented the process for an absolute emotional rollercoaster of a Snapchat story, and letting his hear some contemporary rap bangers in the process.

The whole thing is pretty ridiculous, but Khaled came through on his promise to Jimmy Kimmel to publicly document the process earlier this year. “The key is that I’m the king and every queen should support the king. I’m going to talk to the doctor and if the doctor says everything is going to run smooth, meaning that we want to make sure that the queen is right and my son is right. If it’s running smooth where I can just do my thing, Imma Snapchat the whole thing,” he said.

Congrats to Khaled & Tuck for the birth of their baby boy! You too can partake in the joyful process in the Snapchat videos below, and read our interview with Khaled himself right here:

Live look at DJ Khaled's snapchat… pic.twitter.com/CviSJTRAHu

— Rob Lopez (@R0BaTO) October 23, 2016

Update part 2. Khaled still playing #MajorKey as his son is being born. pic.twitter.com/BpLBvLjzhK

— Rob Lopez (@R0BaTO) October 23, 2016

Congratulations to @djkhaled on the birth of his son!#MajorKey pic.twitter.com/Jb4obAD9Hc

— Def Pen™ (@defpen) October 23, 2016