DJ Siddiqi is a sports reporter who focuses on football, basketball and pro wrestling. He has covered some of the biggest sporting events, including the NBA Finals and Wrestlemania and often interviews high-profile athletes on a weekly basis.
Getty ImagesHis actual job title is “lifestyle and content marketing,” which sees Singh build relationships with a variety of celebrities throughout the entertainment world, including athletes and influencers along with continuing to come up with ideas on how to continue to grow the 2K brand through an ever-changing cultural landscape.
“My role has been the glue and to support all of the great things that we do at 2K, but definitely around the periphery of our audience, thinking all things culture, thinking about how we're going to acquire new and young users through operating with our influencers and celebrities,” Singh continues to say.
It’s ‘Unsustainable’—Tesla CEO Elon Musk Issues Serious U.S. ‘Bankruptcy’ Warning As Bitcoin And Dogecoin Fuel $3 Trillion Price Boom“My job is not development-based,” Singh continues to say. “I don't work day-to-day on the formulas that go beyond ratings or the creation of the ratings themselves. What I do do is, I'm the communication device — both outgoing and incoming — when it comes to how those ratings are presented.
Singh is partnering with Lids for a holiday commercial campaign that sees him actually poke fun at the value of the player ratings system in the 2K games. Singh — along with other celebrities such as Chase B, Chris Brickley and Peter Rosenberg —appear in the holiday commercials, making a reference to how there is no 100 rating in the game after receiving a hat with the number on it, before finally being given one with a “59” number on it.
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