He's perhaps the most unrecognizable face in modern R&B, often photographed while hiding amid dark shadows.
But Abel "The Weeknd" Tesfaye's music is anything but unfamiliar, especially if you've stumbled across a indie music blog over the past year.
With three mixtapes, a co-headlining spot at the Coachella Valley Music and Arts Festival, and a gig at this month's Lollapalooza in Chicago, Tesfaye has proven that the Internet is contemporary music's best marketing tool. And whether or not people recognize him in the streets is unimportant; they know his music.
In fact, The Weeknd's second South Florida gig of 2012 was announced this morning.
Last year, Tesfaye dropped House of Balloons, his first mixtape. Shortly before the release, though, fellow Canadian Drake helped generate buzz by posting a line from "Wicked Games" to his Twitter.
"Bring your love baby I could bring my shame," Drizzy tweeted, exposing millions of his followers to a mysterious dude with an unapologetically honest flow.
The record lived up to the hype, scoring high praise from Pitchfork and Complex, among others. And a month later, The Weeknd followed House of Balloons with Thursday and then his latest, Echoes in Silence, in December 2011.
He's since worked on tracks with Drake, French Montana, 2 Chainz, and Wiz Khalifa, and announced he'd support Florence + The Machine on a few dates later this year.
If you like this story, consider signing up for our email newsletters.
SHOW ME HOW
You have successfully signed up for your selected newsletter(s) - please keep an eye on your mailbox, we're movin' in!
Basically, The Weekend is everywhere. Even if you don't know his face.
The Weeknd. Wednesday, October 17. Fillmore Miami Beach, 1700 Washington Ave., Miami Beach. The show starts at 9 p.m. and tickets go on sale at 10 a.m. on Friday, August 17, for $39 to $65 plus fees via livenation.com. All ages. Call 305-673-7300 or visit thefillmoremb.com.