The return of mystery: Some pop stars like The Weeknd, Beyonce and Sia are succeeding by playing hard to get, Alterna-R&B star The Weeknd thrives in the shadows.
He gives few interviews, rarely relents to photo shoots, and, when he does reveal himself, does so mainly in lyrics that paint him as a haunted soul.
As pop strategies go, it’s a 180-degree spin from the glad-handing, tweet-a-minute, Instagram-my-breakfast approach of today’s most successful singers.
Yet, The Weeknd’s new album, “ Beauty Behind the Madness,” has the juice to open at No. 1 on Billboard’s Top 200 Album chart next Monday, with anticipated initial sales likely to make it one of the top debuts of the year.It’s not just industry expectations, and buzz, that suggest this scenario. “Madness” follows three of 2015’s most unavoidable songs, all of which promote the polar opposite image of family-friendly stars like Taylor Swift, One Direction, and Pharrell — the icons of the “Happy” era.
By contrast, The Weeknd (born Abel Tesfaye), has made blockbuster hits out of songs about sexual obsession (“Earned It”), coke addiction (“Can’t Feel My Face”), and compulsive booty calls (“The Hills”).
Tesfaye isn’t the only star to soar by playing dark, and/or aloof, of late. Beyoncé, long a reluctant interview, has lately pulled a virtual vanishing act. She hasn’t given a single interview in over a year, fostering an image that’s downright Greta Garbo-esque by today’s Snapchat-ready standards.Rather than dim her star, Bey’s decision has allowed her to recently pull off something nearly unprecedented. In the current issue of Vogue — its all-important September issue — Mrs. Carter got to grace the cover without uttering a single word to the magazine. Even Anna Wintour’s fashion bible had to make due with an essay describing the miracle of Lady Knowles, in lieu of pearls tossed from her own lips.
Beyoncé’s elusive move mirrors a ground-breaking idea fostered last year by Australian singer/songwriter Sia. By avoiding the press, and hiding herself behind a wig big enough to obscure her entire head , Sia turned anti-promotion into one of the greatest public relations moves of our time. The brainstorm to cover herself with that ridiculous outfit insured that no one could look away.
With decisions like these, Sia, Bey and The Weeknd aren’t erasing personality or image from the equation. If anything, they’re re-emphasizing it but in a way that’s very different from the current wave of superstars. Happily, the result makes for a far more enriching experience for the fans.It gives listeners back the luxury of mystery. By keeping a certain distance, these stars are reminding us of the power of our imaginations to fill in the blanks, to perfect the music with our own projections.
In the classic era of the ’60s and ’70s, a shadowy image helped define an act’s essential allure. Not that the decision was entirely intentional. Musicians then didn’t have anything like the outlets for exposure which began with MTV in the ’80s. Their exposure has increased exponentially in the decades since, now reaching the point where a current star like Taylor Swift practically stalks her own fans.
Sw ift’s hard-sell approach makes the contrast with the ’60s and ’70s even more glaring. Back then, the most exciting acts consciously used limited access to lend themselves an otherworldly power. Bands like Led Zeppelin and Pink Floyd fostered a brilliantly dark allure, allowing fans to dream themselves into the heart of the music. A band like King Crimson didn’t even allow photos of themselves on their first three album covers. You had to attend one of their concerts to discover if the mad creatures who devised such mind-bending music even took human form.The wonderous result cemented a bond with the musicians far more lasting, deep and complex than tweets telling us what a star ate last night or showing us the stray dog they just saved.
Given the ubiquity of current social media it’s probably impossible to steal back the extreme mystery of the classic bands. But it’s encouraging that at least a few modern stars have realized what romantics have always known:
When it comes to sustaining a beguiling image, it pays to keep your distance.
He gives few interviews, rarely relents to photo shoots, and, when he does reveal himself, does so mainly in lyrics that paint him as a haunted soul.
As pop strategies go, it’s a 180-degree spin from the glad-handing, tweet-a-minute, Instagram-my-breakfast approach of today’s most successful singers.
Yet, The Weeknd’s new album, “ Beauty Behind the Madness,” has the juice to open at No. 1 on Billboard’s Top 200 Album chart next Monday, with anticipated initial sales likely to make it one of the top debuts of the year.It’s not just industry expectations, and buzz, that suggest this scenario. “Madness” follows three of 2015’s most unavoidable songs, all of which promote the polar opposite image of family-friendly stars like Taylor Swift, One Direction, and Pharrell — the icons of the “Happy” era.
By contrast, The Weeknd (born Abel Tesfaye), has made blockbuster hits out of songs about sexual obsession (“Earned It”), coke addiction (“Can’t Feel My Face”), and compulsive booty calls (“The Hills”).
Tesfaye isn’t the only star to soar by playing dark, and/or aloof, of late. Beyoncé, long a reluctant interview, has lately pulled a virtual vanishing act. She hasn’t given a single interview in over a year, fostering an image that’s downright Greta Garbo-esque by today’s Snapchat-ready standards.Rather than dim her star, Bey’s decision has allowed her to recently pull off something nearly unprecedented. In the current issue of Vogue — its all-important September issue — Mrs. Carter got to grace the cover without uttering a single word to the magazine. Even Anna Wintour’s fashion bible had to make due with an essay describing the miracle of Lady Knowles, in lieu of pearls tossed from her own lips.
Beyoncé’s elusive move mirrors a ground-breaking idea fostered last year by Australian singer/songwriter Sia. By avoiding the press, and hiding herself behind a wig big enough to obscure her entire head , Sia turned anti-promotion into one of the greatest public relations moves of our time. The brainstorm to cover herself with that ridiculous outfit insured that no one could look away.
With decisions like these, Sia, Bey and The Weeknd aren’t erasing personality or image from the equation. If anything, they’re re-emphasizing it but in a way that’s very different from the current wave of superstars. Happily, the result makes for a far more enriching experience for the fans.It gives listeners back the luxury of mystery. By keeping a certain distance, these stars are reminding us of the power of our imaginations to fill in the blanks, to perfect the music with our own projections.
In the classic era of the ’60s and ’70s, a shadowy image helped define an act’s essential allure. Not that the decision was entirely intentional. Musicians then didn’t have anything like the outlets for exposure which began with MTV in the ’80s. Their exposure has increased exponentially in the decades since, now reaching the point where a current star like Taylor Swift practically stalks her own fans.
Sw ift’s hard-sell approach makes the contrast with the ’60s and ’70s even more glaring. Back then, the most exciting acts consciously used limited access to lend themselves an otherworldly power. Bands like Led Zeppelin and Pink Floyd fostered a brilliantly dark allure, allowing fans to dream themselves into the heart of the music. A band like King Crimson didn’t even allow photos of themselves on their first three album covers. You had to attend one of their concerts to discover if the mad creatures who devised such mind-bending music even took human form.The wonderous result cemented a bond with the musicians far more lasting, deep and complex than tweets telling us what a star ate last night or showing us the stray dog they just saved.
Given the ubiquity of current social media it’s probably impossible to steal back the extreme mystery of the classic bands. But it’s encouraging that at least a few modern stars have realized what romantics have always known:
When it comes to sustaining a beguiling image, it pays to keep your distance.
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