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Lucrative Pop Phenomenon

Ogden Payne ,  

 CONTRIBUTOR

I write for, and about, the up-and-coming musician.  

SACRAMENTO, CA - OCTOBER 11: The Weeknd performs during his 'Starboy World Tour' at Golden 1 Center on October 11, 2017 in Sacramento, California. (Photo by Tim Mosenfelder/Getty Images)

The Weeknd silently graced streaming sites with his latest album My Dear Melancholy.

Outside of music, he appears to be a man of few words whose identity seems to be as somber his latest album title. His career, however, is much more colorful. His accolades include a collection of Grammy Awards and a spot on the cover of FORBES, amounting to the perfect balance between art and business.

But peeling back the layers to understand how exactly the Toronto native became such a worldwide phenomenon is a thought as alluring as the singer’s persona.

He Embraced Humble Beginnings

“Can’t nobody stop us, used to be homeless, now that penthouse at the Ritz where my home is,” The Weeknd sings on Rick Ross’ “In Vein.”

Though he may never have pay for a dollar menu meal in coins again, he doesn’t forget the times that shaped him. During the promotion of his debut album Kiss Land, The Weeknd opened up a phone line for fans to call him. Those who did received a message of appreciation from the singer: “If it wasn’t for you I wouldn’t be able to make music. From being homeless to traveling the world in such a short time, it made me realize I’ll never stop growing, and I do it all for you.”

He Understands Brand Consistency

The Weeknd has made a lucrative career being pop’s man of mystery. His woeful melodies have worldwide appeal, so much so that he was able to snag a Kids’ Choice Award nomination for “I Can’t Feel My Face,” a song about being high off cocaine. Nonetheless, album rollouts appear to consist of calculated, often stripped away from frills or gimmicks.