The Weeknd Hints at ‘The End’ of an Era With Ominous Billboards Around The World

The end is nigh. At least according to a series of ominous billboards that have popped up across the globe featuring the message “The End Is Near” that fans are speculating are part of the elaborate roll-out of The Weeknd‘s next permutation.

According to fans sightings, the messages — which are written out in six different fonts representing Abel Tesfaye’s various eras — have gone up in Los Angeles, New York, Atlanta, Paris, London and Melbourne, according to fan snaps.

In two posts on Monday (Dec. 30) teasing the tease, Tesfaye wrote “8 beautiful chapters in this story,” accompanied by a composite image featuring iconic looks from those eras — with the same TheEndIsNear branding — followed by a list of his albums. It begins with 2012’s compilation/major label debut Trilogy (which scooped up his three previous mixtapes: House of Balloons, Thursday and Echoes of Silence), followed by 2013’s Kiss Land, 2015’s Beauty Behind the Madness, 2016’s Starboy, the 2018 EP My Dear Melancholy, 2020’s smash After Hours, 2022’s Dawn FM and his upcoming sixth studio album.

In a second post, he shared a 24-second video of “The End Is Near” billboards compiled on a digital display atop a building on a busy street. At press time a spokesperson for the singer had not returned Billboard‘s request for additional information on the billboards.

Tesfaye has been teasing his next LP for months, with Hurry Up Tomorrow slated for release on Jan. 24. The set will be the third and final installment of the latest trilogy in the Weeknd’s career, following on the heels of 2020’s After Hours and 2022’s Dawn FM. To date he has released three singles from the collection, including “Dancing in the Flames,” “Timeless” with Playboi Carti and “São Paulo” featuring Anitta.

He debuted those songs and other tracks from Hurry Up Tomorrow during his one-night-only show at the Estádio MorumBIS in São Paulo, Brazil. Weeknd has planned a one-night-only gig at the Rose Bowl Stadium in Los Angeles on January 25. Earlier this month he again hinted at the major reboot, posting “New Album, New Tour, New Movie, New Everything.”

In addition to the album, Weeknd is slated to make his feature film debut in the parallel Hurry Up Tomorrow big screen psychological thriller, directed by Trey Edward Shults (It Comes At Night) and co-starring Jenna Ortega and Barry Keoghan; the film is due out on May 16.

Back in May 2023, in a W Magazine interview, Tesfaye intimated that his next studio release would be his final one as the Weeknd. “It’s getting to a place and a time where I’m getting ready to close the Weeknd chapter. I’ll still make music, maybe as Abel, maybe as The Weeknd. But I still want to kill The Weeknd. And I will. Eventually. I’m definitely trying to shed that skin and be reborn,” he said at the time. “The album I’m working on now is probably my last hurrah as The Weeknd. This is something that I have to do. As The Weeknd, I’ve said everything I can say.”

Check out Weeknd’s teases below.