In 2011 Abel Tesfaye appeared out of nothing and started huge hype around him. The Canadian publishes his music under the name The Weeknd: rough R&B, darker than everything we ever heard, combined with punk and rock samples. The lyrics circle around hard drugs and dirty sex.
Abel Tesfaye decided early on that he wants the success to speak for himself - and it worked out. Maybe even because he breaks all existing rules of the business. Until today, he barely talks about himself or his music.
It was a conscious decision as he made it clear while talking to us in the latest GQ: "People should say: Who is this guy? I do not give anything away cheap. That way my career lasts longer."