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The Weeknd does the most when promoting his albums.

So far it’s worked:  Abel is one of the most successful recording artists in the world.

The rollout for his Hurry Up Tomorrow album includes a motion picture starring Jenna Ortega.

It also features a nationwide billboard campaign with the message “The E nd is near.”

In the past, Weeknd has discussed retiring his professional name.

Judging by the billboard, he may be about to pull the trigger on that.

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