The Weeknd is following a carefully mapped blueprint for maximum impact, climaxing with the release of a new video.

Last Friday he casually released full details of a world tour kicking off in his hometown of Toronto pm 11/3, aptly titled The Madness. Later that evening when social media lit up with word his unreleased album had leaked, the artist fought back, cleverly packaging up Beauty Behind The Madness as The Leak, a collection of snippets from the album easily accessible on Soundcloud.

7 MORE DAYS. LISTEN : https://t.co/q6gVWbKLas
— The Weeknd (@theweeknd) August 21, 2015

This morning the power moves continue to stir even more frenzy, as The Weeknd unveils a new video for a Kanye West-produced single titled "Tell Your Friends," an appropriate battle cry to send out to your fanbase four days before the new album drops—and don't forget that the XO/Republic superstar is also slated to perform at the MTV VMAs this Sunday.