Question about The Weeknd's marketing strategy

[THE90Z]

Well if you are familiar with him, you know the weeknd is known as the "mysterious" and "camera shy" singer. Does anybody know how exactly his marketing strategy worked out for him?

 

[Exclusivo]

I believe he released two free albums in 2011 before his breakthrough in mid-to-late 2013.

The mystery actually fueled his buzz in my opinion. I'm pretty sure I read somewhere how he hid his birth name for quite some time while avoiding plenty of interviews. And I KNOW he shied away from social media for quite some time too.

From the perspective of the consumer, he was a breath of fresh air. There were no interviews, no information on him. People idolised him because they could make up his story and write off anything bad as a rumour. There was no image, no opinions on how he looked or who he was.

His music was pure.

Then he debuted with 100k sales in his first week...

Cheers,
Jordan

 

[SwagProductionz]

Well if you are familiar with him, you know the weeknd is known as the "mysterious" and "camera shy" singer. Does anybody know how exactly his marketing strategy worked out for him?

how it worked out? well it worked out obviously lol... he blew up obviously