So… I’m no expert PR/marketing consultant, but my unsolicited advice to The Weeknd is: Tread carefully when dealing with previews, snippets, and the like. It could go wrong. Reason being that consumers hate to be hyped up for things that aren’t going deliver much beyond what the preview showed. For example, you don’t want to go the movies after seeing a crazy trailer only to find that the preview showed you everything you needed to see, and that the rest of the movie was filler.
That’s what happens with The Weeknd’s new official video for “The Zone.” Just yesterday, the Canadian falsetto crooner released a 30-second teaser video featuring a whole bunch of shadows (if not completely black screens), a smiling high/drunk (I’m guessing) blonde girl, and some shots of him singing in front of a projector screen. Today’s full-length video: shadows, high/drunk smiley girl, singing Weeknd, rapping Drake lips, and a smokey doorway into the Illuminati’s (I’m guessing) lair. Oh, and balloons, of course. I promise you I didn’t drink any Haterade today. It’s just that we’ve been in “The Zone” since it was on The Weeknd’s 2011 mixtape, Thursday, and we already know what he looks like, so…I’m just confused as to where this video was supposed to take me. Like Jay said, “you can’t knock the hustle,” so I won’t. The Weeknd’s been doing big things: He’s gone from an underground sensation to a mainstream artist who’s 3-tape debut album, Trilogy, drops next November 13. Can I hate on him? No. Actually, I pre-ordered my album already. But I don’t have to like this video.
Watch “The Zone” and tell us what you think in the comments section below.