Or maybe it’s the party-hard lifestyle he shows off on ‘Party Monster’ or the synth-pop romp that’s ‘Love to Lay’. Kids listen to his songs – and even though they don’t get references to the drugs or the nicknames he assigns women – they love his flow. It is what has helped him scale the charts and dominate radio airwaves, despite the explicitness of his tales. The lure of The Weeknd – as heard on his earliest hit ‘I Can’t Feel My Face’ – was that he has made psychological torture, sexual adventures and everything related between the two into a saccharine yet dark mix of pop and R&B. As he sings on ‘Sidewalks’, which features rapper Kendrick Lamar, “Too many people think they made me/Well, if they really made me then replace me.” He is using auto-tune, he’s got Lana Del Rey being the Stargirl to his Starboy.

It is the boastful world now for Abel Tesfaye. While the song ‘Starboy’ smoothly riffs on scaling the rungs of fame, there is a lot more on offer on this album, but it is more of a predictable play of themes and lyrics by someone who is realising they are a big deal.

The Grammys are upon us and it makes special sense to talk about one performance the world will look out for – Canadian R&B/pop artist The Weeknd performing alongside French electronic music pioneers Daft Punk, playing the title track off his third album Starboy.

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