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...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now