Abel Tesfaye, known to the world as The Weeknd, is making bold moves as he nears the release of his final album under the iconic moniker. The album, Hurry Up Tomorrow, set to drop in January, marks the end of his trilogy that began with After Hours in 2020 and continued with Dawn FM in 2022. To signal the impending conclusion of his musical journey as The Weeknd, Tesfaye has launched an international billboard campaign that reads simply, “The End Is Near.”
Spotted in cities such as Los Angeles, New York, Atlanta, Paris, London, and Melbourne, the billboards carry the stark message in a familiar, cryptic style. The phrase “The End Is Near” is presented with deliberate spacing between the “E” and “ND,” symbolizing a disconnect from the rest of The Weeknd’s name. Each billboard incorporates color schemes and design elements drawn from his previous albums, paying homage to his evolution as an artist: the vibrant reds and yellows of Starboy, the green of Kiss Land, the ripped paper effect from Beauty Behind the Madness, the deep red of After Hours, the chrome lettering from Dawn FM, and the minimalist white aesthetic of his first trilogy, House of Balloons, Thursday, and Echoes of Silence.
This visual announcement follows months of buildup. In September, Tesfaye hinted at the emotional weight of Hurry Up Tomorrow, calling it a reflection on nearly 15 years since Trilogy catapulted him into stardom. In a poetic statement accompanying the album’s announcement, he mused on feeling both “old and new” and trapped in “limbo,” all while searching for a new path. “When today ends, I’ll discover who I am,” he shared, hinting that this album marks a pivotal moment in his life and career.
Scheduled for release on January 24, Hurry Up Tomorrow will close a significant chapter in The Weeknd’s discography. The following day, he will headline a one-night-only performance at the Rose Bowl Stadium in Pasadena, California, further cementing the importance of this final act. But the Hurry Up Tomorrow saga doesn’t end with the album release. On May 16, Tesfaye (or possibly just Abel by then) will release a feature film titled Hurry Up Tomorrow, described as a “musically driven psychological thriller.” The film, starring Jenna Ortega and Barry Keoghan, will be directed by Trey Edward Shults, adding another layer to the artist’s creative evolution.
As The Weeknd prepares to close the door on one of the most influential eras in modern music, fans and critics alike are bracing for the final chapter of a star who has redefined the boundaries of pop, R&B, and beyond.
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