The Weeknd, the enigmatic Canadian pop star born Abel Tesfaye, is signaling the end of his musical era with the upcoming release of his new album, Hurry Up Tomorrow, set to drop on January 24, 2024. This record marks the conclusion of his trilogy, following the acclaimed albums After Hours and Dawn FM, and it arrives alongside significant promotional efforts, including ominous billboards stating 'The End Is Near' displayed across major cities worldwide.
Fans have reported seeing these eye-catching billboards across Los Angeles, New York, Atlanta, Paris, London, and Melbourne, all featuring the phrase crafted using fonts reminiscent of The Weeknd's previous popular works. This evocative campaign is seen as both the culmination of his work as The Weeknd and as part of what he describes as '8 beautiful chapters' of his career.
On December 30, The Weeknd shared social media posts showcasing these billboards along with images capturing his various artistic styles throughout the years. Reflecting on the significance of this launch, he stated, "8 beautiful chapters in this beautiful story." This moment signals not just another album drop but possibly the closing of the chapter on his musical persona, The Weeknd. Indeed, he has hinted at his desire to shed this identity.
The album Hurry Up Tomorrow is expected to feature several tracks already teased through various platforms, including singles like 'Dancing in the Flames,' 'Timeless' with Playboi Carti, and 'São Paulo' featuring Anitta, which were performed live at his recent concert at the Estádio MorumBIS in São Paulo, Brazil.
Immediately following the album's launch, The Weeknd will headline at the Rose Bowl Stadium on January 25, marking this concert as his first release event and possibly his last major appearance as The Weeknd. Speculation about his retirement from this moniker has been growing since he hinted at such transitions earlier this year.
Back in May 2023, during an interview with W Magazine, The Weeknd revealed, "The album I’m working on now is probably my last hurrah as The Weeknd. This is something I have to do. I still want to kill The Weeknd. And I will." His intentions to phase out the character of The Weeknd have been poignantly woven throughout his recent messaging, accompanying the rollout of the album which bridges his past with what looks to be his future.
The impending release of Hurry Up Tomorrow will not only close the current narrative of The Weeknd but also lead to the debut of his feature film of the same name, which is slated for release on May 16, 2024. Directed by Trey Edward Shults and co-starring Jenna Ortega and Barry Keoghan, this film is described as a 'musically driven psychological thriller', tied closely to the thematic elements of the upcoming album.
By marrying music and film, The Weeknd is poised to enter new creative arenas, which he hints may feel like shedding old skin. This dramatic shift has fans both excited and contemplative, wondering what this new path will entail for Tesfaye as he moves forward from the edifice built by The Weeknd's fame and sound.
The mix of nostalgia and anticipation surrounding this transformation adds depth to The Weeknd's artistic narrative—one marked by innovation and now, impending rebirth. With his past encapsulated by unique music styles and three distinct chapters, fans eagerly await to see how The Weeknd will close this captivating story and what identity he may embrace post-Hurry Up Tomorrow.