Abel Tesfaye, the mysterious crooner behind The Weeknd, has never been straightforward when it comes to marketing his music. The Canadian R&B singer used to maintain a spectral existence, but now he has come out of his shell, doing a full-fledged tour and even his first interview this year. So Tesfaye may no longer be the shadowy purveyor of R&B that he was in 2011, but his latest Kiss Land teaser shows he’s still unpredictable.
Shot in the style of a Japanese singles line ad, the new promo promises happy times if you call a phone number (647-794-9223). So what happens when you dial it up? You’ll get a message from The Weeknd himself, thanking his fans for taking him “from being homeless to traveling the world.” Tesfaye says he’s doing this little project because he wanted a cool and personal way to talk to his fans (and to tease the forthcoming “Pretty” music video). That’s nice and all, but he goes a step further: you can leave The Weeknd a message at that number and, no joke, he’s randomly calling some fans back.
So check out the video below and get to dialing, then make sure to go stream Kiss Land!