Après le succès de son album « After Hours », The Weeknd revient sur le devant de la scène avec un nouvel album : Dawn FM. Mélange de disco et de pop, l’artiste Canadien nous livre ici un projet aux sonorités style années 80.
Avec plus de 80 millions d’écoutes par mois sur Spotify, The Weeknd (de son vrai nom Abel Makkonen Tesfaye) se classe comme 3ème artiste le plus écouté de la célèbre plateforme de streaming. Vous l’aurez compris, « Dawn FM » est un album très attendu par l’ensemble de sa communauté.
Adepte des coups de communication, The Weeknd possède une identité visuelle très marquée selon les projets et n’hésite pas à interpeller son audience. C’est notamment le cas du spectaculaire clip de « False Alarm » sur son album « Starboy », qui immerge le spectateur au cœur d’un braquage de banque à la première personne. Avec 211 millions de vues sur YouTube, ce clip brutal avait fait sensation lors de sa sortie.
Nous allons voir au sein de cet article les stratégies marketing mises en œuvre pour garantir le succès de ce nouveau projet.
Un lancement inédit
« Vous écoutez maintenant Dawn FM. Vous avez été dans l’obscurité depuis trop longtemps. Il est temps de marcher vers la lumière et d’accepter votre destin à bras ouverts. N’ayez pas peur. Nous sommes là pour vous tenir la main et vous guider. »
Dawn FM se présente comme une émission de radio, et quoi de mieux pour lancer un tel album qu’une véritable émission de radio ? Les fans ont ainsi eu l’occasion de découvrir les sons de l’artiste lors d’un évènement en ligne la veille de la sortie de l’album, le 6 janvier. Disponible sur Amazon Music et Twitch, cet évènement inédit a permis de renforcer le sentiment d’appartenance à la communauté de l’artiste.
Une nouvelle transformation physique
Certains d’entre vous se rappellent sûrement de la transformation physique de The Weeknd sur son album « After Hours », passant d’un visage marqué de légères blessures à un visage entièrement refait par la chirurgie esthétique comme nous pouvons le voir dans le clip « Save Your Tears », sans oublier sa tête entourée de bandages lors de sa performance live aux American Music Awards 2020.
[su_youtube url= »https://www.youtube.com/watch?v=XXYlFuWEuKI »]
Cette fois-ci, Abel apparaît sous la forme d’un vieillard, les cheveux blancs et le visage ridé. C’est notamment sous cet aspect que l’artiste à choisi de s’illustrer sur la pochette de l’album.
Si ce choix interroge, il n’en fait pas moins un bruit retentissant auprès des fans ainsi que de la presse spécialisée : opération communication réussie pour The Weeknd.
Des featuring inattendus
The Weeknd a pour habitude de surprendre ses fans en collaborant avec de grands noms de la musique. Certains de ces featuring sont même rentré dans la légende comme le titre « Starboy » en collaboration avec le duo français Daft Punk, qui cumule bientôt 2 milliards de vues sur Youtube !
[su_youtube url= »https://www.youtube.com/watch?v=34Na4j8AVgA »]
Pour ce nouvel album, The Weeknd nous gâte avec de grands noms de la scène rap américaine tels que « Tyler, The Creator » ou bien « Lil Wayne ». Toutefois, nous retrouvons des célébrités pour le moins inattendues.
C’est le cas de Quincy Jones qui se livre à un monologue sur le titre « A Tale By Quincy ». Son nom ne vous dit peut-être rien, il s’agit pourtant du producteur de Michael Jackson ! Souvent comparé à celui que l’on désigna comme « Le Roi de la Pop », The Weeknd assume l’influence de MJ sur ce nouvel album. Des inspirations qui se retrouvent sur des titres tels que « Sacrifice », dont l’instrumentale n’est pas sans rappeler le célèbre titre « Thriller », ou bien « Is There Someone Else ».
[su_youtube url= »https://www.youtube.com/watch?v=VafTMsrnSTU »]
Nous retrouvons également Jim Carrey, la star hollywoodienne joue ici le rôle d’animateur radio : à retrouver dans les titres « Dawn FM » et « Phantom Regret ».
Avec un total de 16 titres pour une durée de plus de 50 minutes, Dawn FM est disponible depuis ce vendredi 7 janvier !
Si cet article vous a plus, n’hésitez pas à consulter nos autres articles de la rubrique Art et Culture !
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