This week David Solomon, head of Goldman Sachs, flew to Palo Alto and revealed, during a hip ceremony featuring Oprah Winfrey, that the Wall Street giant is partnering with Apple to launch a digital credit card.
It was a departure from the usual Goldman image and strategy: the investment bank became formidably powerful by discreetly serving wholesale clients. Furthermore, after the event, Goldman staff rushed to post shots of Solomon, wearing a trendy black suit for the occasion, on to his official Instagram feed – which carries the bio: “Dad. DJ. Day job@goldmansachs” (yes, really). “Cool venue. Awesome team. Exciting announcement,” the post declared, generating a string of replies bursting with emojis.
Solomon’s Instagram presence is not restricted to business. Another account, DJDSolmusic, showcases his favourite hobby – DJing for electronic dance music parties. Cue carefully curated shots of Solomon behind a turntable, next to rappers, with posts such as “My first original song, Feel Alive feat. @kattrockell is out now on @paybackrecords”.