The Weeknd has a consistent style across his music videos, website, and album covers. He uses a black and white aesthetic with heavy contrasts and abstract lighting. This simplistic yet powerful style carries over uniformly. It portrays The Weeknd as mysterious and emotionless, appealing to fans seeking a chilled and calm artistic experience. This cohesive visual identity effectively markets his distinctive musical brand.

1. THE WEEKND

2. STYLE OF VIDEO
 The weeknds videos always have a cer tain style. He tends to use a
lot of black and whi te which is high in contrast, he also al ternates
wi th the use of abstract l ighting and using colour fi l tering. He l ikes
to l ight himsel f up leaving the rest of the background very dark. His
videos also finish on the same shot they open wi th. He use fast pace
cuts and overlaying of shots in cer tain par ts of the songs to match
the pace. He tends to use a lot of close ups of the mouth when
singing, he also uses mid shots and long shots to show of f costume
and surroundings but the camera is usual ly qui te static in his
videos.

3. THE WEEKND'S WEBSITE
 T h e c o l o u r t h eme o f t h i s w e b s i t e i s b l a c k a n d w h i t e , t h e b l a c k i s a n
o v e r p ow e r i n g c o l o u r . R e d i s a l s o a k e y c o l o u r w i t h i n s ome o f t h e
ima g e s o n h i s w e b s i t e I n o t i c e d t h a t t h i s i s s imi l a r t o t h e c o l o u r o f
l i g h t i n g i n s ome v i d e o s . T h e r e i s a l s o s ome b l a c k a n d w h i t e ima g e s .
T h e c o l o u r a n d l a y o u t o f t h e c o n t r o l t a b a n d t h e s e c t i o n f e a t u r i n g
h i s n ame i s a lmo s t i d e n t i c a l t o t h e t h eme o f h i s C D c o v e r .
 T h e f o n t u s e d a c r o s s t h e w e b s i t e i s t h e s ame t h a t i s u s e d i n h i s C D
c o v e r a n d t h e t i t l e s i n h i s v i d e o s .
 T h e l a y o u t i s v e r y s imp l e a n d f e e l s a lmo s t l i k e a b l o g i t f e a t u r e s a
l o t o f v i s u a l s a b o u t i n f o rma t i o n p e o p l e ma y c ome t o f i n d o u t w h i c h
i s u s e f u l a s i n s t e a d o f t h i n g s b e i n g d e s c r i b e d y o u c a n s e e i t . I t
f e a t u r e s a l o t o f ma r k e t i n g p o s t e r s a n d p i c t u r e s f o r t o u r s a n d
c l o t h i n g , T h e i d e a o f p o r t r a y i n g w ome n i n a t r a d i t i o n a l w a y r e a l l y
c ome s a c r o s s a n d t h i s i s ma y b e a r e f l e c t i o n o n h i s v i e w s a n d a l s o
t h e w a y h i s f a n s v i e w w ome n .
 T h e r e i s a l a c k o f wr i t t e n i n f o rma t i o n o n t h e we b s i t e wh i c h s h o ws a
l o t a b o u t h im b e c a u s e i t ma k e s h im c ome a c r o s s a s f a i r l y l a i d b a c k
a n d I a s a c o n s ume r f e e l i t i s g o o d h o w a l l h i s i n f o rma t i o n i s i n
v i s u a l f o rm a s i t i s s t r a i g h t t o t h e p o i n t a n d v e r y c l e a r , I t a l s o a d d s
t o t h e c l e a n c u t f e e l t o t h e w e b s i t e a s i t c ome s a c r o s s v e r y s imp l e
b u t t h e t h eme s t h r o u g h i t r e p r e s e n t h im a n d t h e r e s t o f h i s v i d e o .
 T h e w e b s i t e i s v e r y c l e a r a n d e a s y t o n a v i g a t e j u s t b y u s i n g t h e t a b s
a t t h e t o p c l i c k i n g o n t h e s e w i l l s h o w y o u a s mu c h a s y o u n e e d t o
k n o w a b o u t t h e s u b h e a d i n g .
 i t f e a t u r e s a l o t o f a b s t r a c t p h o t o g r a p h y o f h im o n s t a g e t o p o r t r a y
h i s t o u r s i n s u c h a w a y t h a t i t l o o k s g o o d t o v i s u a l l y s e e a s w e l l a s
h e a r t h e mu s i c wh i c h wi l l a t t r a c t p e o p l e t o h i s t o u r s . A l l t h e
i n f o rma t i o n l i k e t o u r s , v i d e o s , mu s i c , s o c i a l n e t w o r k i n g a n d
c l o t h i n g a r e f e a t u r e d a n d a r e v e r y t o t h e p o i n t a s i t w i l l p h y s i c a l l y
s h o w y o u t h em o r t a k e y o u t o t h e c l o t h i n g w e b s i t e f o r e x amp l e . I t i s
f u l l o f ima g e r y a n d v i d e o s l i k e a b l o g , i t ma k e s h im l o o k s l i g h t l y
a r t i s t i c a n d y o u g e t t h i s i d e a f r om h i s v i d e o s a s w e l l . H i s
a p p e a r a n c e c ome s t h r o u g h h i s w e b s i t e t h r o u g h t h e s e a b s t r a c t
s o u r c e s a n d b y l o o k i n g a t h im h e l o o k s a b s t r a c t i n t h e w a y h e s t y l e s
h ims e l f w h i c h w i l l i n s p i r e t h e c o n s ume r s a n d f a n s t o b e mo r e l i k e
t h i s .

4. ALBUM COVERS
 Th e a lb um c o v e r f o r h i s a lb um t r i lo g y i s v e r y
r e f l e c t in g o f h i s web s i t e a n d a l s o h i s v id e o s t h i s
t h eme o f b la c k a n d wh i t e t h a t c ome s a c r o s s . I t i s a
v e r y s imp l i s t i c t h em t o lo o k a t b u t h e h a s c r ea t ed
t h i s ima g e t h r o u g h a l l h i s wo r k , t h e b la c k r ep r e s en t s
p owe r I f e e l a n d t h i s c o lo u r i s t h e mo s t o v e r p ower in g
t hr o u g h o u t hi s wo r k e s p e c ia l l y he r e in t he a lb um
c o v e r s t h e ima g e s a r e p la c ed u p o n a lo t o f b la c k
s p a c e wh i c h i s n o t o f t en s c en e t h e wh o le c o v e r t en d s
t o b e t a k en b y a n ima g e s o t h i s i s a n in t e r e s t in g
f ea t u r e . Hi s c o v e r s a r e a t f i r s t s imp l i s t i c b u t I f e e l
t h i s i s d o n e t o r ep r e s en t h i s mu s i c a s q u i t e c h i l led
o u t a n d c a lm a n d yo u d o g e t t h a t s en s e f r om h i s
a c t u a l mu s i c s o t h e c o v e r wi l l a t t r a c t t h e s o r t o f
p eo p le t ha t l ik e t hi s mu s i c d u e t o i t s r e la x ed lo o k .
Th e c o v e r s wo u ld s t a n d o u t t o t h e c o n s ume r s b u t n o t
f o r c ommo n r ea s o n s s u c h a s i t s b r i g h t b u t f o r t h e
o p p o s i t e b e c a u se i t a p p ea l s t o t h em f o r g i v in g o f f a
c h i l l ed ima g e a n d I t h in k t h i s i s d o n e p u r p o s e l y t o
a t t r a c t a c e r t a in a u d i en c e n o t ju s t a t t r a c t a n yo n e .
He a s a n a r t i s t i s q u i t e my s t e r io u s a s h e h a s n e v e r
b e en in t e r v i ewed a n d h i s mu s i c i s in q u i t e a le s s
known g enr e p eo p le f ind i t ha r d t o p in p o int wha t
g en r e h e i s I f e e l t h i s my s t e r io u s ima g e c ome s
t h r o u g h n i c e l y d u e t o t h e a b s t r a c t f e e l o f a l l h i s
a d v e r t i s in g a n d h i s a c t u a l mu s i c a n d v id e o s . I t a l s o
f ea t u r e s t h e s ame f o n t t o d i s p la y t h e b a n d o n b o t h
a n d o n a n ywh e r e t h a t h i s n ame i s t i t led s u c h a s t h e
web s i t e , r e c o r d s a n d v id e o s .

5. CONCLUSION
The weeknd evidently has a style that he enforces to all his types of
marketing and promotion. The black and white style is used in videos
heavily with black as the dominant of the two reinforcing a
connotation of power. This repetition of this format using the same
font and boxes makes his work recognisable to all his consumers. By
doing this as well it creates an image for him as an artist, making him
appear mysterious and show a lack of emotion.