On March 9th, Abel Makkonen Tesfaye, most commonly known at The Weeknd, released the video to his latest hit single “I Feel It Coming.” In less than one day following the release, the video had already accumulated over 5 million views, and the number keeps rising by the hour.
Here’s how he did it.
1. He played off the timing.
“I Feel It Coming” has been all over the airwaves for a few months now and has received critical acclaim. By releasing the music video after the song became a hit, The Weeknd ensured that there would be a receptive and excited audience for the new music video.
Watch the whole music video below.
2. He collaborated with Daft Punk.
The Weeknd, one of pop’s hottest names, is no stranger to collaboration. In the past, the Weeknd has worked with Kendrick Lamar, Drake, and Ariana Grande. With this song, he further expanded his music’s reach by collaborating with Daft Punk, one of the world’s most successful electronic groups.
Check out his collab with Ariana Grande here.
3. He paid homage to Michael Jackson.
Paying homage to famous artists and adopting some of their most iconic features is a great way to build a larger audience, and The Weeknd uses this to his advantage. In addition to roping in Daft Punk fans, The Weeknd goes for a bigger prize: Michael Jackson’s fans. Many have noted the similarities of The Weeknd’s vocals to MJ’s, but in the video, The Weeknd goes further with a Michael Jackson-inspired jacket outfit.
Watch one of the King of Pop’s music videos here.
The Weeknd’s new video has already made a huge impact on his fans, and it hasn’t even been more than a few days. Due to his timing, collaboration, and tribute to the King himself, his new video will only become more popular as fans everywhere tune in. Follow these tips to master the release of your next music video.
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Kelsey Leaman is a senior at American University in Washington D.C. studying Economics and International Studies. She is passionate about writing, Lemonade, and Michelle Obama.