![]() ![]() But there simply isn’t much precedent for The Weeknd’s ambitious and well-defined blueprint. It’s not that the album shocks the listener to mask its defects, like the worst Odd Future releases. Thursday brings an undeniable element of shock value. If music in this era cannot live in a complete vacuum, The Weeknd at least comes pretty close. House of Balloons and Thursday, casually dropped as they were into the unwitting blogosphere, exist almost entirely without agency. His on-record misogyny could be an unsparing chronicle of its author. Tesfaye, by contrast, offers only a well-publicized absence of self. Drake, whose past as a Canadian soap opera star will draw snickers no matter how many times he makes a platinum record. ![]() So many of his contemporaries have embraced a distinctly likable personal brand to reach an audience (looking at you, Wiz Khalifa), and so many others have reached one in spite of themselves - viz. All we really know, aside from his affiliation with Drake and a Tumblr full of remixes and heavily stylized photography, is that we aren’t supposed to know anything about The Weeknd.Īs a PR strategy, it’s nothing short of brilliant. If you read the press on The Weeknd - and there has been plenty of ink spilled regarding the nascent R&B star - you’ve doubtless seen the man and his project described as shrouded, cloaked, or otherwise metaphorically encompassed in mystery. Not much, right? Well, yeah: that’s sorta the point. ![]()
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