The Weeknd's website and music videos have a consistent black and white simplistic style with bold use of red and blue colors. This style reflects the artist's dark and isolated persona presented in his hip hop influenced music. Photos and videos on the site promote his live performances and clothing line with an emphasis on visuals over text. Album covers also follow this simplistic high contrast black and white style with a focus on the artist and costumes that don't distract from his persona.

3. The Weeknd’s website has a simplistic black and white theme. The black is powerful and
strong. The red used in some of the pictures match some of the colour filters in the artist’s
videos as the colour is used to connote violence. This is a common connotation of the
larger hip-hop genre.
The header at the top of the website is very similar to the title on the artist’s album cover
using the same black and white colour scheme as well as the same font. This font is used
everywhere in the website.
The website uses a blog-style layout to make for a very simple navigation. There is very
little writing on the site as it features a lot of visuals such as photos from performances,
official music videos and promotional posters and adverts. An official video is the first thing
that pops up as you open the website from the artist’s VEVO.
The abstract photography on his website promote his tours as visually, they are made to
look like an exciting experience to the audience which adds to the appeal of his music. This
is also reflected in his videos which show abstract and artistic images and reflect the artist’s
personality.
The shop also features the simplistic black and white theme however the white is the
overpowering colour. It gives the site a more pure and clean feel. It also features a large
majority of pictures over writing as the online shop features a slide show of models and
products. The photos traditionally represent both men and women with the women
wearing revealing items from the clothing line. Where as men look strong and powerful.
The clothing line is featured in some of the artist’s videos and the products use large logos
to make the audience feel like the artist that they idolise.

4. The Weeknd has a very particular and recognisable style of video. The
key feature of any of his videos is the hard lighting and high contrast.
This creates defined detail on the artist, a darker background and very
strong shadows which can be used to create shots that are just of the
silhouette. Some of his videos use the same simplistic black and white
effect as his website however he also uses colour filters and coloured
lighting. This is either blue or red which are both powerful masculine
colours, red connoting violence inspired by the genre’s hip-hop
influences. The videos often feature extreme close ups especially during
performance. The artist in his videos is often shown to look very
isolated with the hard lighting acting as a spotlight and empty
backgrounds in the shots. The cuts in his videos are very closely based
on the pace of the video as the cuts can involve flashing images or shots
can last up to 30 seconds. Videos such as ‘Live For’ feature both
extremes of pace.

5. The cover of The Weeknd’s album, Trilogy, uses the same
themes as the website. A simplistic black and white layout is
used with a border to the photo. The clear separation of the
picture and writing makes it really easy to understand the
cover a sit is easy to understand the website. The Kiss Land
cover uses this same simplistic layout. However, the photo
and the font share the turquoise colouring. It adds to some
of the oriental themes of the font and some of the videos
from the album. In both covers the artist’s logo is the same.
In both the covers, the artist is the only focus of the picture.
In the Trilogy cover there is a girl but the shallow depth of
field and hard lighting focusses only on the artist. In the first
cover he is not giving direct address. However in Kiss Land
he is looking down at the audience with an arrogant feeling
direct address. The costume on both covers is the same as in
his videos in that it is all black and this means that the
audience are not focussed on it at all.