The Weeknd is signed to Republic Records and his own label XO. Republic Records is a subsidiary of the major music conglomerate Universal Music Group. The companies involved in The Weeknd's career are vertically integrated, controlling the recording, production, promotion and distribution of his music. His most recent album, Kiss Land, sold nearly 98,000 copies in its first week of release after being heavily promoted through online downloads and social media campaigns announcing the album. The Weeknd utilizes social media and free online downloads to market his music but Kiss Land was the first to have a commercial release instead of being freely available online. Fans can stream and download The Weeknd's discography on his website and through other online platforms like iTunes

1. Case Study
The Weeknd

2. The record label they are signed to..
The Weeknd is signed to Republic records and
his own label XO.

3. Is the label a subsidiary? If so, which
conglomerate?
Republic records is a subsidiary of Universal
Music group.

4. To what extent is the company
integrated both horizontally and
vertically?
The companies are vertically integrated, as they
have the resources to make and record music,
and the ability to promote to audiences.

5. What was the artist(s) most recent
album, and how many copies has it
sold worldwide?
The Weeknds most recent album was ‘Kiss Land’ and it sold
97,985 copies in its first week.

6. Compile a section of examples illustrating
how the album was promoted, are there
any examples of synergy?
The album was promoted dramatically online;
he promotes his albums by offering free
downloads online. On March 17, 2013 The
Weeknd announced his debut album would be
titled Kiss Land, and in July, Amazon revealed
that t he album would be released on August 27.

7. To what extent does the artist(s) use
social media and/or virals as part of
their marketing?
The Weeknd markets his music through social
media a lot, as he offers a variety of free
downloads for fans; however "Kiss Land,"
released by Republic Records and The Weeknds
own XO label, is the first Weeknd album to
debut in stores and not for free download on
the singer’s own website.

8. Where is their music available online?
(to both download and stream)
The Weeknd has his own Website, which allows
people to see his new tracks and keep updated
on his music, there’s also a link to playlists which
you can purchase on iTunes. He also has a sound
cloud channel, which allows people to stream
his music.
These are the options on his website.