The Weeknd is raising eyebrows with a new marketing campaign that hints at a possible change to his iconic persona. As he promotes his upcoming album, Hurry Up Tomorrow, which features a film starring Jenna Ortega, billboards across the country proclaim, “The E nd is near.” The album is set for release in January, but the messaging suggests a significant transformation may be on the horizon for the pop star.
In a 2023 interview, Abel Tesfaye (The Weeknd) discussed his desire to evolve artistically, stating, “I’m going through a cathartic path right now… I’m getting ready to close the Weeknd chapter.” He expressed a determination to “shed that skin and be reborn,” indicating that while he may continue to create music, it could be under a different name.
Fans have reacted to the billboards with mixed feelings. Some view it as a clever marketing strategy, while others question what the future holds for his music. Comments on social media reflect this uncertainty, with users pondering who could fill the void if The Weeknd officially retires his stage name.
Alongside the album, Lionsgate has announced a North American release date of May 16, 2025, for Hurry Up Tomorrow, The Weeknd’s much-anticipated film debut. Directed by Trey Edward Shults, the project is described as a “musically driven psychological thriller” that aims to connect cinematic storytelling with the themes of the upcoming album.
With seven Billboard Hot 100 No. 1 hits and a groundbreaking achievement of 24 songs with over one billion streams each on Spotify, The Weeknd remains a formidable force in the music industry. His evolution as an artist continues to captivate fans, leaving them eager to see what he will do next.
