The End of an Era: The Weeknd’s Ominous Global Billboards
The buzz is palpable as mysterious billboards proclaiming “The End Is Near” have surfaced in major cities around the world. Fans are abuzz with speculation that these intriguing messages could be a part of an elaborate promotional campaign for The Weeknd’s upcoming musical phase. The artistic rollout appears to be strategically designed, captivating the attention of both long-time followers and new listeners alike, creating a sense of urgency and excitement around what’s to come from this iconic artist.
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Fans have reported sightings of these striking messages, which are crafted in six unique fonts that symbolize Abel Tesfaye’s diverse musical eras. These billboards have been spotted in major cities such as Los Angeles, New York, Atlanta, Paris, London, and Melbourne, further amplifying the excitement surrounding the upcoming project. The use of various fonts not only adds a visual allure but also serves as a nostalgic nod to the different phases of The Weeknd’s artistic journey, resonating deeply with his devoted fanbase.
In a recent social media post on December 30, Tesfaye tantalizingly hinted at what lies ahead, stating, “8 beautiful chapters in this story.” Accompanying this statement was a visually captivating composite image showcasing iconic looks from his past eras, all featuring the same “TheEndIsNear” branding. He also included a comprehensive list of his albums, starting with the 2012 compilation and major-label debut Trilogy, which brought together his three earlier mixtapes: House of Balloons, Thursday, and Echoes of Silence. This was followed by 2013’s Kiss Land, 2015’s Beauty Behind the Madness, 2016’s Starboy, the 2018 EP My Dear Melancholy, 2020’s chart-topping After Hours, and 2022’s Dawn FM, leading up to his highly anticipated sixth studio album.
In another post, Tesfaye shared a 24-second video showcasing a compilation of “The End Is Near” billboards. This dynamic visual display was captured atop a bustling building in a vibrant street scene, further heightening the sense of anticipation. As of now, a representative for the artist has not responded to inquiries from Billboard regarding additional details about this intriguing campaign, leaving fans eager for more information and updates.
For several months, The Weeknd has been carefully teasing his forthcoming LP, titled Hurry Up Tomorrow, which is scheduled for release on January 24. This upcoming album marks the third and final chapter of the latest trilogy in The Weeknd’s illustrious career, following the success of 2020’s After Hours and 2022’s Dawn FM. To date, he has already unveiled three singles from this collection, including “Dancing in the Flames,” “Timeless” featuring Playboi Carti, and “São Paulo” with Anitta, each track showcasing his evolution as an artist.
The Weeknd debuted these new tracks, alongside other anticipated songs from Hurry Up Tomorrow, during an exclusive one-night-only concert at the iconic Estádio MorumBIS in São Paulo, Brazil. As excitement builds, he has also planned a spectacular one-night-only performance at the Rose Bowl Stadium in Los Angeles on January 25. Earlier this month, he further teased fans with a post stating, “New Album, New Tour, New Movie, New Everything,” setting the stage for a significant transformation in his artistic journey.
In addition to his album release, The Weeknd is set to make his feature film debut in the upcoming psychological thriller Hurry Up Tomorrow. This film, directed by Trey Edward Shults (known for It Comes At Night), will co-star Jenna Ortega and Barry Keoghan. The movie is scheduled for release on May 16, adding another layer of anticipation to what promises to be a groundbreaking period in his career.
In a candid interview with W Magazine back in May 2023, Tesfaye hinted that his next studio album might signify the end of his journey as The Weeknd. He expressed a desire to transition to a new phase in his artistry, stating, “It’s getting to a place and a time where I’m getting ready to close the Weeknd chapter. I’ll still make music, maybe as Abel, maybe as The Weeknd. But I still want to kill The Weeknd. And I will. Eventually. I’m definitely trying to shed that skin and be reborn.” He emphasized that the album he is currently working on might be his “last hurrah” as The Weeknd, indicating a transformative evolution in his musical narrative.
Stay tuned for updates on The Weeknd’s exciting new ventures and teases below.
