The Weeknd Joins ‘WAY’ Campaign

Global music sensation The Weeknd is stepping into a new role, joining the ‘WAY’ (Who Are You?) campaign. This initiative, aimed at empowering youth to redefine career success beyond traditional paths, has partnered with The Weeknd’s “After Hours Til Dawn” tour for its Atlanta stop at Mercedes-Benz Stadium. It’s a powerful collaboration designed to inspire the next generation.

Redefining Career Success with ‘WAY’

The ‘WAY’ campaign is a partnership between Stand Together, a philanthropic community focused on addressing issues like racial and socioeconomic disparities, and Dream Studios. The project’s core mission is to encourage young people to explore diverse career options through a non-traditional lens. La Mar Taylor, creative director and founder of XO Records and No More Dreams Studio, highlighted the campaign’s goal: “to help young people and society at large imagine what career success can look like.”

Taylor emphasized that the partnership aims to dismantle outdated narratives surrounding education and achievement, instead uplifting stories driven by passion, purpose, and possibility. This approach encourages a broader understanding of success, moving beyond conventional definitions.

Interactive Experiences and Inspiring Voices

Leading up to The Weeknd’s August 21st concert in Atlanta, attendees had the opportunity to visit a “WAY Station” video booth. This interactive space invited concertgoers to reflect on their unique qualities and aspirations. The campaign also features inspiring video messages from influential ‘WAY influencers,’ including rapper Killer Mike, Melissa Proctor (Executive Vice President and CMO of the Atlanta Hawks and State Farm Arena), Virgin Group founder Richard Branson, and tech innovator Iddris Sandu.

Colette Weintraub, head of Stand Together Music, Sports & Entertainment, stressed the campaign’s importance in challenging societal norms. “The prevailing belief in society has many believing there is one path to success, and success looks a certain way,” she explained. “WAY is intended to give people social permission… We want people to know they can define their own pathways to success, and there is more than one pathway. Most importantly, what success looks like is up to you.”

The ‘WAY Station’ video experience is being featured at each U.S. tour stop, with upcoming concerts in Tampa, Houston, San Antonio, and Indianapolis, concluding in New York City on September 27th. This initiative ensures that the message of redefining success reaches a wide audience.