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In late 2010, Tesfaye anonymously uploaded several songs to You Tube under the name "The Weeknd".

They featured the visual identity of the new album with Oxcy — the album's mascot — printed on one side.

In November 2015, to further promote Beauty Behind the Madness, Tesfaye collaborated with PAX Labs to release a limited edition version of the PAX 2 vaporizer, an electronic cigarette that could be used in shows during The Madness Fall Tour.

Tesfaye accompanied Drake at his various shows, often performing as the opening act for shows scheduled at the Molson Canadian Amphitheatre, as well as appearing at the second annual OVO Fest in July.

This was three weeks prior to his contributions to the soundtrack for The Hunger Games: Catching Fire (2013), contributing "Devil May Cry", as well as featuring on Sia's "Elastic Heart".

In 2013, he released his debut studio album Kiss Land, which was supported by the singles "Kiss Land" and "Live For".

His second album, Beauty Behind the Madness, which became his first number-one album on the US Billboard 200, included the number-three single "Earned It" and produced the number-one singles "The Hills" and "Can't Feel My Face".

Rose let Tesfaye keep the tracks he had produced under the condition that he would ultimately be credited for them.