The Weeknd has partnered with Amazon Prime to further promote his project, Dawn FM. He hinted at this new marketing tactic on Twitter. Without giving out much detail, he said, “32 and still in purgatory. we’re about to enter PHASE 2.”
A week later, the singer gave up more details, saying
“next phase has begun… Dawn FM Experience premieres February 26 on @PrimeVideo.”
The new project is a visual representation of Dawn FM on Prime. The video experience was created by The Weeknd, La Mar Taylor, and Micah Bickham.
The live performance is accompanied with merchandise that features different elements of the visual spectacle.