The Weeknd’s run as After Hours’ anti-hero comes to a close, pivoting into his latest era: “The Dawn.”
Dropping his upcoming album’s first single in “Take My Breath,” Abel has always been one for cinematic reveals. The track’s pulsating, 80s-esque instrumental not only depicts him striving for a fresh start, but sees him reaching back into the darkness that’s made his music so potent.
At the start of a new Dawn, The Weeknd looks to continue his reign as one of music’s most enigmatic hit-makers.
The Weekend nears ‘The Dawn’ of a new era
After another few weeks of mysteriously teasing a new album via Twitter, The Weeknd may be surprising fans much sooner than expected.
fuck it … IT STARTS TONIGHT
— The Weeknd (@theweeknd) August 2, 2021
In a tweet posted Sunday night, it seems as though The Weeknd is ready to outdo his previous After Hours persona. Whatever “it” is, most can assume that it’s “The Dawn” — a loose title for his upcoming project.
Before clearing his Instagram, signs have been pointing to “The Dawn’s” release since the middle of July, where The Weeknd initially posted a few photos of himself working in the studio. However, he didn’t take long to reappear on IG, posting a snippet of a new track accompanied by an ethereal, pulsating chase to a sunrise.
In a new GQ cover story Monday, he details his former “blurry” relationship between Abel Tesfaye and “The Weeknd” — including his thoughts on last year’s snub at the Grammys, asserting that he doesn’t make music for the accolades or attention.
“I just don’t care,” he told GQ. “Because that will never be the reason why I do what I do. It never really was before. And I’m glad that I can make music and not have to think about that. I’ll never be in that conversation ever again.”
In a new profile with @GQMagazine, #TheWeeknd discusses #AfterHours’ Grammys snub as well as the emotions that followed. #OGM
— Our Generation Music (@OGMusicCo) August 2, 2021
+ read more: https://t.co/fXhqAMGhZ9 pic.twitter.com/NvuRxLVr6v
In light of GQ’s write-up, Abel is also set to drop the first single off his upcoming album titled “Take My Breath” this weekend. Without any official album announcement as of yet, The Weeknd is surely poised to continue his roll-out within the coming days, and with it, a new dawn.
8.6.21 new single … #TokyoOlympics pic.twitter.com/6KPDHV1L1m
— The Weeknd (@theweeknd) August 3, 2021
This story will be updated.
The Weeknd teases new project with barrage of tweets
Following the release of his critically acclaimed After Hours, The Weeknd is looking forward to the dawn of a new beginning.
The Toronto-based pop-R&B superstar has evolved into one of the most recognizable musicians in the world, all thanks to the persona he painted on After Hours. He’s gone through eras — like most artists do — however, he’s remained a dominant force in music for the better part of a decade, reinventing his sound at the height of his power.
From Trilogy’s broken-hearted and battered Abel Tesfaye to his shining moments as Starboy, the “Blinding Lights” singer is an enigma in every possible way — capturing all of pop-culture in the process. After Hours earned The Weeknd his fourth No. 1 album, breaking the record for most global pre-adds on Apple Music with over 1 million users. It was the fourth-best selling album of 2020 (over 2 million units), receiving a RIAA double platinum certification and remained in the top 10 of the Billboard Top 200 until the end of 2020.
Despite a climatic Super Bowl performance and a slew of award nominations and accolades, The Weeknd wasn’t going to let the After Hours’ red suit and sunglasses drag on for far too long. Taking to social media on Tuesday, Tesfaye revealed to fans that he has an upcoming project in the works, reportedly titled “The Dawn.”
The Dawn is coming… #XO #TheWeeknd is up to something… you feeling more “My Dear, Melancholy” vibes? #OGM pic.twitter.com/tJURfGDoBl
— Our Generation Music (@OGMusicCo) July 13, 2021
In a barrage of tweets explaining the upcoming project, Tesfaye seemed at peace with its progress — excited to finesse the album’s finishing touches in the months to come. On Instagram, he also posted a few stories of him working in the studio to further illustrate its production.
we gettin’ there 💿
— The Weeknd (@theweeknd) July 13, 2021
really proud of this one. wow…
— The Weeknd (@theweeknd) July 13, 2021
massaging it now, being sweet to it. giving it some tlc… 🤌🏾 🎶
— The Weeknd (@theweeknd) July 13, 2021
just so there’s no confusion, it’s a full body of work… 🌅🌅🌅🌅🌅🌅🌅🌅
— The Weeknd (@theweeknd) July 13, 2021
While The Weeknd is busy adding some “TLC” to his upcoming project, it’s only a matter of time before the pop sensation wows listeners once more with his next era.
