The Weeknd shocked fans when he walked on stage to accept his best soul/R&B album award at Sunday's American Music Awards with his face bloodied and covered in bandages.
At first some thought it may be a gimmick, but amusement soon turned to worry when the R&B star, whose real name is Abel Tesfaye, performed two songs with his face still covered in bandages.
Earlier this year, The Weeknd sparked similar concerns when he appeared at MTV's VMAs with his face bloodied and bruised but the look is a gimmick after all. It is all part of a campaign to promote his album, "After Hours," and accompanying single "Blinding Light" while highlighting the dangers of drunk driving, he explained in an interview with Esquire earlier this year.
"Blinding Lights" is about "how you want to see someone at night, and you’re intoxicated, and you’re driving to this person and you’re just blinded by streetlights, but nothing could stop you from trying to go see that person, because you’re so lonely," he said. "I don’t want to ever promote drunk driving, but that’s what the dark undertone is."
During his acceptance speech at the AMAs on Sunday, The Weeknd dedicated his award to Prince.
"Last time I received this award, it was given to me by the late great Prince," he said, according to BBC. "And you know, he's the reason I get to constantly challenge the genre of R&B, and I'd like to dedicate this award to him. Thank you."
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