There was the Drake cosign, the album art that looked like Spiritualized crossed with Tumblr art-porn, the missing vowel, the stylish samples, and the project's creators hiding in the shadows.
Pitchfork awarded the mixtape Best New Album, with this mini explainer of his explosion into internet fame:Īs soon as the creepy R&B tracks from a free mixtape began to circulate, the hype engine revved up. Popular rapper and fellow Canadian Drake tweeted the download link, only adding to the buzz surrounding the artist. Within a month, a full mixtape was released with the title “House of Balloons." The inscrutability of the Weeknd was a huge part of his draw, and why the internet couldn't get enough.
Another one of the Weeknd's mysterious early YouTube video images
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