Abel Tesfaye, better known by his stage name The Weeknd, has established himself as one of the most influential musicians of his generation. With a distinctive voice, emotionally charged lyrics, and genre-defying production, he has redefined the boundaries of R&B, pop, and theweekndmerch alternative music. But beyond the music, The Weeknd is also a savvy businessman, building an empire that spans fashion, television, brand partnerships, and entrepreneurial ventures.
While many celebrities branch out into other industries, few have done so with the intentionality, vision, and cultural relevance that The Weeknd has brought to his business pursuits. This article explores how The Weeknd has transformed his name into a global brand — and how his business acumen is shaping the future of entertainment and fashion.
1. XO Records: A Music Label Built from the Ground Up
One of The Weeknd's most significant business moves is the creation of XO Records, a label he co-founded with his longtime managers Lamar Taylor and Cash (Amir Esmailian). Originally an extension of his online identity and crew, XO has evolved into a full-fledged record label and lifestyle brand.
XO Records operates under Republic Records, a division of Universal Music Group, giving The Weeknd control over his artistic direction while leveraging the power of a major label. Through XO, The Weeknd has also signed and supported other rising artists, including Nav, Belly, and 88Glam.
By maintaining a stronghold on his creative output and nurturing other talents, The Weeknd ensures that XO isn’t just a label—it’s a movement.
2. Strategic Brand Partnerships: Blending Art and Commerce
The Weeknd has carefully aligned himself with select brands over the years, turning endorsement deals into creative collaborations. Unlike traditional celebrity endorsements, his brand partnerships reflect his artistic identity and vision.
PUMA
In 2016, The Weeknd signed a global brand ambassadorship deal with PUMA, launching the Parallel sneaker and apparel collection under the XO brand. This line blended high-top military-style sneakers with streetwear aesthetics, capturing The Weeknd's own sense of style. The collaboration marked his first significant foray into fashion entrepreneurship.
H&M
In 2017, he partnered with H&M for the "Spring Icons" campaign. The limited-edition menswear collection featured bomber jackets, hoodies, and tailored basics, all with The Weeknd’s input. Despite some controversy surrounding H&M during that period, the campaign helped cement his role as a fashion tastemaker.
Beats by Dre, Mercedes-Benz, and Apple Music
He’s also collaborated with Beats by Dre, appeared in Apple Music commercials, and partnered with Mercedes-Benz to create futuristic, artist-led campaigns. These deals go beyond surface-level promotion—they reflect The Weeknd’s futuristic, tech-savvy persona.
BCG & Universal Partnership
In 2023, The Weeknd signed a long-term strategic partnership with Universal Music Group, which covers everything from recordings and publishing to merchandising and audiovisual content. This multi-faceted deal is a testament to his status not just as an artist, but as a global entertainment brand.
3. Merchandising and the XO Brand
More than just tour merch, XO apparel has become a full-fledged fashion label, driven by the artist’s signature aesthetic: minimalist, moody, and monochrome. The XO brand represents The Weeknd’s world — one of late nights, personal reinvention, and emotional storytelling.
The XO merch regularly sells out, thanks to limited drops, exclusive designs, and smart collaborations with artists and brands. These collections often coincide with album releases or tours, blurring the line between fashion and music marketing.
From hoodies and caps to accessories and vinyl collectibles, XO has become a lifestyle brand that fans wear not just to support the artist, but to express their own identity.
4. Film and Television: Expanding His Creative Empire
The Weeknd is increasingly venturing into film and television, proving that his talents extend beyond music. His cinematic music videos were the first step—often rich with storytelling, symbolism, and visual drama.
The Idol (HBO)
In 2023, The Weeknd co-created and starred in HBO’s "The Idol," a controversial but widely discussed series that explores the intersection of fame, pop stardom, and manipulation. Despite mixed reviews, the project was a significant move — putting The Weeknd not just behind the mic, but behind the camera as a co-writer and executive producer.
The series also marked a new stage in his career as a multi-disciplinary storyteller, using music, visuals, and narrative to craft entire worlds.
Upcoming Film Projects
He is also working on a feature film in collaboration with industry heavyweights, which he will co-write, produce, and star in. This signals a deeper pivot into Hollywood — not just as an actor, but as a creative executive shaping the future of entertainment.
5. Philanthropy and Social Impact
The Weeknd’s business success hasn’t made him turn a blind eye to global issues. He’s been involved in numerous philanthropic efforts, many of which tie directly into his cultural roots and social awareness.
Key Contributions:
$1 million to hunger relief in Ethiopia, his parents’ home country
Donations to Black Lives Matter, UNICEF, COVID-19 relief efforts, and Palestinian aid organizations
Partnership with World Food Programme as a Goodwill Ambassador
Through these initiatives, The Weeknd shows that his brand isn't just about aesthetics or profit — it's about impact and responsibility.
6. Music as a Global Business Engine
The Weeknd’s music business itself is a masterclass in modern artist monetization. From his unique rollout strategies (remember the bloody bandages during After Hours?) to record-breaking streaming numbers, he uses each album cycle as an opportunity to build a world — musically, visually, and commercially.
Key Milestones:
After Hours (2020) and Dawn FM (2022) sold millions globally and inspired major tours and merchandise lines.
His hit “Blinding Lights” broke the record as the longest-charting Billboard Hot 100 song of all time.
His After Hours Til Dawn Tour grossed hundreds of millions in ticket sales and merchandise.
His catalog reportedly generates tens of millions in streaming revenue annually.
Each album becomes a multi-platform event, generating revenue through:
Streaming platforms (Spotify, Apple Music)
Physical merchandise and vinyl
Tour sales
Licensing and brand syncs (TV, games, ads)
Conclusion: The Weeknd as a Business Visionary
While many artists struggle to balance creativity with commerce, The Weeknd thrives at the intersection of both. Through careful brand building, savvy partnerships, and a deep understanding of cultural trends, he’s expanded far beyond music — into fashion, film, philanthropy, and entrepreneurship.
The Weeknd isn’t just a singer. He’s a CEO of his brand, a creative visionary, and one of the most influential figures in modern entertainment. As he continues to evolve artistically and The Weeknd T-shirt professionally, his business empire is only set to grow.
Whether he’s on stage, behind the camera, or designing a fashion line, one thing is clear: The Weeknd knows exactly what he’s doing — and he’s just getting started.
