Since The Weeknd is performing at the Super Bowl Halftime show, I thought it’d be nice to post a little guide to his discography for anyone interested in looking to do a deep dive into his work. I would’ve posted this the day of the event, but I assume that some people would probably like to go through it over the weekend.
This shares a direct overview of his released material, talking about his career and the background of the music, the videos, the meanings and all. I’ve written this from a pop perspective, keeping in mind that his history might be fairly new for general pop fans.
I also go into the storyline of the red suit character, if your interested in catching up on that narrative before the Halftime show (which will continue the story), I’ve listed the chronological order below followed by an explanation of that narrative.
I wanna be clear that the interpretations/theories are not conclusive. Abel rarely shares the metaphors or meanings behind his music. This is based on widely based on fan discussion/mutual interpretation. Fans can feel free to expand on anything in the comments.
It is important to know about Abel's backstory to get a certain perspective of where he’s coming from, especially when discussing the songs that deal with substance abuse. These recent articles cover his early years really well and share an up-to-date point of view of his success.
Variety 2020
Billboard 2021 - Also a good source for getting to know his team.
So, an essential TL;DR is this: Abel Tesfaye came from a broken home, he was born to Ethiopian immigrant parents who split up when Tesfaye was less than seven. He then lived with his mother and grandmother, only rarely seeing his father but having a nice impression of him. His drug addiction started as soon as he was a high schooler, he turned to shoplifting to pay for this need of various substances. Soon he dropped out of high school, leaving his home the same weekend, which would later inspire his stage name, The Weeknd. The name is reference/homage to the weekend his life changed.
Quick side note, I didn’t think this post would nearly reach the character limit. So I’ve cut out excess detail and lists of producers (with the exception of After Hours since we’re in that era).
Table of contents

1. XO.
2. House of Balloons.
3. Thursday.
4. Echoes of Silence.
5. Trilogy.
6. Kiss Land.
7. King of the Fall.
8. Beauty Behind The Madness.
9. Starboy.
10. My Dear Melancholy.
11. After Hours.

XO.

XO is the record label that The Weeknd and co. created in order to publish the first mixtape (House of Balloons) and the ones that would follow afterwards. XO has a lot of meanings that have to do with what went into the music and what still goes into it. XO is what the fans call themselves, popularly with the phrase XO Till We OD (shortened to XOTWOD); another way of saying “we’re ride or die for The Weeknd and his team.”
While some argue that it could mean anything since there isn’t clear meaning to it, fans continue to associate the abbreviation with ecstasy (X) and oxycontin (O). That definition stems from XOTWOD, fans assume it’s true because of the team’s history of drug usage. While others take it as it’s classical definition “hugs and kisses” because of the consistent lyrical nature of The Weeknd’s songs.
Overtime the definition of XO is simply known as: the fans, the crew, and the label. The Weeknd is more than just one person, he comes with XO. For the sake of clarity in this writeup, I’m going to refer to his crew as XO and the fans as “the fans.”
XO still serves as a record label, the current roster is The Weeknd, Belly, Nav, and Black Atlass. It remains The Weeknd’s record label and was his first label before becoming a subsidiary of Republic Records.
Throughout his career, The Weeknd has worked with Illangelo, a Canadian producer who’s work the fans adore. Carlo “Illangelo” Montagnese was one of main the producers on The Weeknd’s Trilogy, he’s credited on each track. The fan base claims his work to be some of the most notable artistry in The Weeknd’s discography. Their work together continued with Beauty Behind The Madness, Illangelo worked on seven tracks for that album. He then returned for After Hours working on another seven tracks.
DaHeala, another Canadian producer, is another significant factor in The Weeknd’s music. Jason “DaHeala” Quenneville worked as lead producer on Kiss Land. He returned to work on six tracks for The Weeknd’s Beauty Behind The Madness, including the hit Earned It. DaHeala returned as a writer for six of the songs on Starboy. Then DaHeala worked on nine After Hours tracks, and worked as the only producewriter alongside The Weeknd for bonus tracks Missed You and Final Lullaby.

House of Balloons.

Didn't wanna make this NSFW, so here's the super clean edited cover

This is a happy house. We’re happy here. (House of Balloons/Glass Table Girls)

One of the most iconic title tracks of all time. House of Balloons is about a lifestyle of drugs, sex, and partying; all in effort to drown out self-doubt. It comes from a place of wanting to make it big while doing what you can to survive, all while pretending everything’s alright. The mixtape describes various sorts of women, how they’ve had impacted the life of someone who’s already down on his luck.
Fans often refer to House of Balloons as The Weeknd’s best work. The mixtape was the first introduction the world got of XO, and it was one hell of a way to make an impression. It’s personal for the fans and Abel because it’s the only piece of work known to be based on his life. At the end of the day he’s a songwriter, with many of his albums he creates scenarios and world that he likes to explore through the music. But House of Balloons is known to be based entirely on his life. It remains The Weeknd’s most critically acclaimed work.
House of Balloons was crafted through the influences of Hip-Hip/Indie-Rock with the main focus on R&B. Through the genius of Ilangelo, the record was—and is—mesmerizing capturing the essence of a lifestyle that The Weeknd described as “anti-everything.”
House of Balloons assisted The Weeknd in gaining the attention of Republic Records, which would then host The Weeknd’s own label XO. Though hesitant at first, XO decided to partner with Republic after the co-founding brothers Monte and Avery Lipman kept coming back to Toronto solely for The Weeknd.
House of Balloons received three videos, The Knowing, Wicked Games and Twenty Eight. The Knowing was the very first video The Weeknd made, so of course it’d be something other-worldly; it essentially reflects the song itself but in a sci-fi setting. Twenty Eight represents Abel’s life after fame but also his remorse of letting captivating women into his life.
Fun fact— House of Balloons is an actual place in Toronto, it was where him and his crew lived after he dropped out of high school. They’d host parties, call girls, do drugs, and to make it less depressing they’d fill it with balloons.

Thursday.

Valerie on the cover

Welcome to the other side. (Life of the Party)

Thursday consists of the same themes as HoB; sex and drugs. But there’s a twist, he’s in a semi-relationship with this girl Valerie. She’s the only one on his mind, even though they meet only one day of the week, any guesses on what day that could be? Through The Weeknd’s phenomenal voice and the insane production, we’re also presented with this story of a toxic relationship where Valerie used to have the upper hand but she no longer does when she falls for The Weeknd.
While Thursday isn’t entirely about the relationship of The Weeknd and Valerie, it consists of reflections to Abel’s life after the release of House of Balloons. The song Rolling Stone notably has a double meaning, in which Abel asks his fans if they’ll stick with him when he gets mainstream appeal and decides to change his sound.
The track Valerie wasn’t on the original release of Thursday, it added when Trilogy was released. Ending the mixtape with Heaven or Las Vegas meant that The Weeknd’s actions with and without Valerie were a result of his fatherless childhood, making him push anyone away. That meaning behind Thursday doesn’t change when Valerie is added to the track list, it just means that both want the toxic relationship back.
The Zone (feat. Drake) was the first feature The Weeknd had on any of his work, the video for it was released in November of 2012. Rolling Stone had also received a video in October of 2012. Both were directed by The Weeknd and reflect the two different aspects of Thursday. The Zone has Valerie living it up in the House of Balloons. And Rolling Stone has The Weeknd doing a photoshoot for Trilogy, reflective of the song itself.
Fun Fact— the female voice heard in Lonely Star is The Weeknd’s, he pitched his voice to make it sound like a woman’s.

Echoes of Silence.

Diana on the cover

Laisse tomber les filles. Un jour c'est toi qu'on laissera. [Leave the girls alone. One day it’ll be you they will leave.] (Montreal)

Out of a dark introductory into the early life of The Weeknd, Echoes of Silence is the darkest work of his Trilogy. Let’s be honest the story here isn’t entirely ethical at times but makes for one hell of a mixtape.
Similar to Thursday, Echoes of Silence follows a storyline. After accumulating success, The Weeknd gains the attention of various women. There was this one woman (D.D.) who he liked but she initially rejected him (Montreal). The woman came back to him for his fame status and evidently fell in love with him (Outside), but now that he’s got the upper hand he treats him like a groupie (XO/The Host) and lets... bad things happen to her; she’s gotta pass a test before she can get with him. This test is either drugs or his crew (Initiation). He ultimately tells this woman that he’s not exactly longterm-relationship material, perhaps because her love is temporary (Same Old Song), because he’s Next. With the end of Echoes of Silence (originally ending on the title track) the listener is left to wonder why The Weeknd left her if he’d simply want her to stay.
As a side note— Initiation should not be condoned. It remains true that The Weeknd is a songwriter and the progression of time has changed perspectives. But a song that makes such suggestions as Initiation should not be ethically/morally claimed or celebrated.
The mixtape follows The Weeknd’s lifestyle after he’s gained all this success, he’s still the same person but now he’s gotten everything he wanted. Some tracks such as The Fall continue to emphasize his journey into stardom and his acceptance of fame being temporary. With the added Till Dawn (Here Comes The Sun), The Weeknd acknowledges the changes in his life, realizing that the old lifestyle is no longer there for him or his past lovers.
Echoes of Silence is known as an underrated gem of The Weeknd’s discography, it’s well received by fans and critically acclaimed but often brushed under the rug in discussion of his work. A lot of fans and casual listeners play the mixtapes through Trilogy rather than their respective albums. This often leads to people not playing EoS either at all or only the first few tracks, this is predominantly due to the nature of the compilation being nearly three hours long.
Fun fact— D.D. is a cover of Michael Jackson’s iconic Dirty Diana. Fans have named the woman in Echoes of Silence Diana because of this track. Various theories argue that the mixtape itself is based on the Dirty Diana itself with exaggerations of the truth, or whether or not it’s a story The Weeknd crafted based on the song.

Trilogy.

Rolling Stone video doubled as a shoot

You don’t know what’s in store. (High For This.)

Trilogy is a compilation of The Weeknd’s mixtapes, House of Balloons, Thursday, and Echoes of Silence. These three mixtapes were released 3-4 months apart from one another for free digital download in 2011, they gained quite a lot of attention from various industry executives.
Prior to the release of Trilogy, The Weeknd featured on Drake’s Take Care with Crew Love. The song was Abel’s first exposure to a Rap crowd/Rap fans, more people began listening to his music after the release of Take Care. The Weeknd then featured on Wiz Khalifa’s Remember You, which served as the second single off Wiz Khalifa’s O.N.I.F.C. Following those two releases, The Weeknd released Wicked Games as the first single off Trilogy.
Trilogy was formed after The Weeknd came under Republic Records’ management. The compilation album reached a debut/peak position of 4 on the Billboard 200 while reaching number one on the US Top R&B/Hip-Hop Albums chart. It’s a well received album with the highlight said to be House of Balloons, which arguably went on to influence various sorts of R&B music of the 2010s.
Videos for Trilogy

Kiss Land.

Iconic

I went from starin' at the same four walls for 21 years. To seein' the whole world in just 12 months. (Kiss Land)

Kiss Land is based on The Weeknd’s tour life. Visiting unfamiliar places gave Abel horror movie vibes. A guy who used to own the city (Toronto) he lived in is now a small fish in the ocean of the entire world. The Weeknd’s first studio album was a great introduction into the sound he would soon get well acquainted with.
While continuing the R&B sound with the essence of Dark Wave, the album explores emptiness and regret throughout the lyrics—or what pop fans could categorize as dark pop—. The Japanese aesthetic used for various videos and the single covers/booklet reflects the themes of feeling overwhelmed by such a loud world that there’s no point in being if you don’t belong.
The album explores the real-world and the women in it as well as regrets regarding past actions, namely letting go of women who could’ve been the one in Adaptation. The Weeknd attempts to find that satisfaction in other women and past lovers, but accidentally falls for a sex worker in Belong To The World. With Wanderlust he accepts and expresses that love in the modern world isn’t entirely possible. While continuing to tour the world he enjoys these new experiences with XO (Live For feat. Drake), as well as the new women in his life (Kiss Land). And when he’s back home, he accepts the loss of the relationship he cherished.
Kiss Land debuted and peaked at number two on the Billboard 200. It was fairly acclaimed but gained a massive cult following. There were four videos for made for the album, the title track, Belong To the World, Live For (feat. Drake), and Pretty. Those four songs received interesting visuals that kept up with their respective themes while Belong To the World/Kiss Land got visuals that matched the aesthetic of the album. To this day fans ask Abel for a part two to the horror-movie-inspired album after he said it’s the only album he would have a sequel for.
Videos for Kiss Land
Fun Fact— The video for Kiss Land on YouTube is an extremely edited version of the actual video shot for the song. The directors cut further explores the erotic-horror themes if the album.

King of the Fall.

King of the Fall 2020 cover (even though I talk about three other songs here)

Driving by the streets we used to walk through like a triumph. (King of the Fall)

These next few song were released between the Kiss Land and Beauty Behind the Madness era. Some fans would classify them as part of the Beauty Behind the Madness era—I’d say the same tbh—but they stand apart on the basis of success and acclaim. It’s a transition between The Weeknd being an underrated R&B musician to being a mainstream artist with massive recognition and appreciation.
The first of these four songs is King of the Fall. A fan favourite and a standout in The Weeknd’s discography. This is one of The Weeknd’s few Rap tracks, it gained a lot of attention within the Rap sphere. It was the way in which XO would announce that they’ve made it, little did they know that this was just the start.
Prior to the release of Beauty Behind the Madness (BBTM), The Weeknd gained mainstream attention. The Weeknd’s exposure to mainstream music was uphill, it wasn’t overnight. The first taste of BBTM came from Often, a song that reflected the themes of sex that Abel was known for. The track was released more than a year before BBTM’s release and had made it onto the trackless unlike King of the Fall. Slowly but surely The Weeknd gained exposure, his main sources of exposure were through a collaboration and a soundtrack.
Most pop fans heard about The Weeknd through his hit collaboration with Ariana Grande, Love Me Harder. The collab was made through Republic when The Weeknd said he wanted more than what he had gotten through Kiss Land. Ariana and Abel had formed a real bond cough The Hills cough, their bond assisted the song in becoming a memorable hit for both artists. Love Me Harder was a top ten hit on the Billboard Hot 100.
Later that year, The Weeknd was featured on the Fifty Shades of Grey soundtrack with Earned It, as well as Where You Belong. Earned It became a massive hit peaking at 3 on the Billboard Hot 100 and receiving an Oscar nomination for The Weeknd; a massive milestone for XO. Earned It kept up with Abel’s signature lyrics but the production differed heavily from the sort of R&B he was known for.
Videos from that era

Beauty Behind the Madness.

I can hear this image

I'm that ***** with the hair singin' 'bout poppin' pills, fuckin' bitches, livin' life so trill. (Tell Your Friends)

Following the success of Love Me Harder and Earned It, the Beauty Behind the Madness era began with The Hills. This was The Weeknd’s first number one on the Billboard Hot 100. Along with the video, The Hills became an addictive classic. The production and lyrics mirror a mature version of the sound that was originally found on Trilogy. It was truly in keeping with The Weeknd’s character, the only difference was his haircut.
Next came Can’t Feel My Face, a Max Martin production that differed greatly from anything The Weeknd put out in the past. In past songs, Abel had expressed his fear of losing his following if he went mainstream simultaneously asking his fans if they’d stay. He repeats that sentiment in the Can’t Feel My Face video. The sound has changed, the lyrics stay the same but now he’s a pop-star. The song became a hit as it reached number one on the Billboard Hot 100. With this massive bop previous fans still stayed, The Weeknd becoming a pop singer didn’t at all alter his image or sound; he mastered it.
In The Night and Acquainted were released as singles on the same day, the were the only singles to come after the release of Beauty Behind The Madness. The former received a music video treatment that followed the theme of the song itself while also starring Abel’s girlfriend at the time, Bella Hadid. Acquainted was robbed of a video even though Abel had shown off the fact that a video was in development; the song kept in the tone of The Weeknd’s work prior to BBTM.
Beauty Behind the Madness captures a Hollywood-based reality that The Weeknd came to understand: the dark aspects of your life will continue to follow you wherever you are. Real Life, Losers (feat. Labrinth), Tell Your Friends, Dark Times (feat. Ed Sheeran), and Prisoner (feat. Lana Del Rey) all capture a nihilistic view of a dream achieved.
Most of the videos of Beauty Behind The Madness have a mysterious white man. He’s featured in The Hills, Can’t Feel My Face, and Tell Your Friends. That man represents the devil. Throughout his journey in those videos, (The Hills) Abel runs into the devil after his car crash, (Can’t Feel My Face) he’s at the club then lights him on fire. The significance behind the fire could be selling his soul to the devil, BBTM is about Hollywood and a popular Hollywood myth is that celebrities sell their souls to the devil in exchange for fame. So in the Can’t Feel My Face video, Abel changes his sound to Pop (from R&B) thus leaving his signature sound in order to become famous, everyone starts enjoying his music once he’s sold his soul.
Then we see The Weeknd burying himself in Tell Your Friends, perhaps leaving the old Abel behind after the deal with the devil. However, instead of thanking the devil, Abel takes his revenge and shoots him. But wait, there’s more! The album trailer for BBTM features the devil burning a billboard with The Weeknd’s face on it, revealing Beauty Behind The Madness. HOWEVER, the final cut for the video features the devil being arrested while The Weeknd watches. This is a more realistic form of karma that the devil gets.
Videos for BBTM

Starboy.

Filled with bops

If I could, I'd trade it all, trade it for a halo. And she said that she'll pray for me, I said, "It's too late for me.” (Ordinary Life)

After the massive success of Beauty Behind the Madness, there was a lot of hype around what The Weeknd would do next; evidently he decided to explore Pop. The fandom he had gained wasn’t entirely based in the Pop sphere, his fans consisted of general Rap fans, but Starboy attracted the Pop audience.
Initially, most of his older fans couldn’t get behind Starboy, it differed greatly from the previous sound. It was crazy to think that the guy who made Trilogy managed to make such a Pop-centric album. But this was Abel expressing his versatility.
Since this is where most pop fans found out about Abel’s work and became fans I won’t talk too much about the singles, rather more about the album itself. His work with Daft Punk cemented this album in an efficient mix between Pop and R&B, where Beauty Behind the Madness was more R&B with Pop, Starboy was considered Pop with R&B.
Beyond the genres, Starboy explores two evident themes. One being his life with fame and recognition. The next being his love life in Hollywood, this aspect of the album came from his relationship with Bella Hadid which ended after the release of the album.
The cross became the symbol for that era and appeared in the album’s photoshoot as well as the videos. There was never any conclusive word on the use of the cross but there are various theories about it, something to note is that Abel was raised Christian, it could perhaps be a reflection of his past.
The cross he uses to destroy his accolades (Starboy video) is assisting him rather than something that’s holding him back. Abel’s upbringing was rough but now he’s celebrating it rather than feeling bad for himself. The cross continues to come up in the Party Monster video, this time it’s in the party house he’s making his way through. Then it shows up in the video for Reminder, this time in the form of his merch, the people wearing it are perhaps representative of his fans. Then we see it in the False Alarm video, both Abel and the girl are wearing it; the notable thing being that Abel holds his cross up before dying. Then in the brilliant video for Secrets, after giving up on the girl he’s with he leaves the building to find a giant cross. And finally in the I Feel It Coming video, The Weeknd sports a shiny cross necklace, and Daft Punk find it years and years after Abel froze.
The videos tell us that the cross is an evident piece of his story. This could mean that his past will always be with him, no matter what sort of fame he’s experiencing he’ll always be who he once was.
Also, I’m gonna take this moment to once again the genius that is the Secrets (both the song and the video). Yes it’s my favourite song/video off of Starboy but it’s so underrated.
Videos for Starboy, Secrets video bottom right
Fun Fact— Most demos of the tracks on Starboy weren’t as pop as they became, they started off R&B but became pop after production.

My Dear Melancholy.

Note the comma

They said our love is just a game, I don't care what they say. But I'ma drink the pain away, I'll be back to my old ways. (Privilege)

Oof (but in a good way, this whole thing is a bop). For this one I’m gonna talk extensively about The Weeknd’s relationships, which personally feels really invasive but it’s but it’s essential when talking about these sad boy anthems. Beyond that I’d just like to state that though they are part of the narrative both Bella Hadid and Selena Gomez deserve respect/privacy.
So when it comes to Pop music fans I think it’s safe to say that we all know a lot about this one. My Dear Melancholy (MDM) came after the very public relationship of The Weeknd and Selena Gomez. However it’s not just about Selena, some songs reflect his relationship with Bella Hadid (whom he got back with a month after MDM’s release).
My Dear Melancholy consists with The Weeknd’s exploration/mastery of merging Pop and R&B together. The EP was praised by fans for its lyrics and production, many went on to theorize that it was his most personal project since House of Balloons. The EP was the shortest album to reach number one on the Billboard 200.
My Dear Melancholy and fan conspiracies; name a better duo. The first theory being that the EP is entirely about Selena Gomez which wasn’t too much of a mystery since the lyric “I almost cut a piece of myself for your life” exists. Not only did MDM come after Abel’s relationship with Selena Gomez but also after his relationship with Bella Hadid. As far as fans were aware those two relationships were the most important relationships Abel had ever been in.
In theory, the songs about Bella and Selena can be categorized. Call Out My Name, Try Me, and Privilege are likely about Selena. Wasted Times, and Hurt You are likely about Bella. Leaving I Was Never There to act as an introspective look into The Weeknd’s life, basically making him hop back on his vices for comfort.
Another popular theory was that My Dear Melancholy was the first of another trilogy. This rumour was widely believed due to the comma at the end of the title on the album cover. But the fans soon gained a real reason to believe this theory, since the CEO of XO (the record label), Sal had liked an Instagram post that featured the cover and alleged date. Since Trilogy is a fan favourite this conspiracy spread like wild fire, so much so that fake titles and covers were made. The name of this trilogy would be: (1)My Dear Melancholy, (2)We’re Alone Together, (3)Abel.
Only one song served as a single for the EP. Call Out My Name was released nearly two months prior to the actual release of the album, it debuted/peaked at number four on the Billboard Hot 100. The mysterious video captures The Weeknd in various atmospheric places that reflect the tone of the EP, a haunting yet unexplained reality that the listener is to reflect on.
From the cover, to the music, to the video, to lyrics, My Dear Melancholy is an introspective reflection of heartbreak.
Call out my name video

After Hours.

Talented, Brilliant, Incredible, etc.

My darkest hours. (After Hours)

After Hours comes after success but references two lows in The Weeknd’s life. The album welcomes darkness and leads the listener towards a dead-end. The Weeknd’s past two albums (Beauty Behind The Madness and Starboy) ended on hopeful notes, they left the listener with a sense of hope but all hope his lost with After Hours.
Fans compare After Hours to House of Balloons—a rare occurrence considering House of Balloons’ acclaim—arguing that both albums are on the same level. Debate continues on whether or not both albums are on the same caliber. The belief that After Hours stems from reality does a lot to help its side of the argument.
The era began with Mercedes-Benz commercial that featured Blinding Lights, that was our first taste of the everlasting bop. Heartless was premiered on an episode of Memento Mori hours before its release on the 27 of November (2019), Blinding Lights was released two days later. Both videos were as brain melting as promised and the served as the tip of the iceberg.
After Hours was released nine days after COVID-19 was declared a pandemic, there was a massive risk in releasing an album that would not have a lot of promotion after it’s release (other than magazine coverage). There was no telling whether or not people would pay attention to the album during the height of the fear surrounding the pandemic, but it was a massive success. After Hours debuted at number one on the Billboard 200, with singles Heartless and Blinding Lights topping the Billboard Hot 100.
The album is layered with haunting productions that remains predominantly R&B but dives deep into Pop with some of the tracks. Max Martin produced the massive hit Blinding Lights as well as In Your Eyes, Save Your Tears, Hardest to Love, and Scared to Live which samples Elton John’s Your Song. Other notable producers include Metro Boomin who worked on the hit Heartless as well as Escape from LA, Faith, and Until I Bleed Out. With Kevin Parker on the interlude Repeat After Me.
Beyond the production are the narrative driven lyrics. In theory the album references two significant events in Abel’s life, his second breakup with Bella Hadid and his arrest in Las Vegas. The latter was due to his misbehaviour; in January 2015 he punched a cop in Vegas, lmao. Which means that After Hours is a recollection of The Weeknd’s first few years in LA. He merges the concept of his breakup with the idea of being an upcoming star, feeling free in the city of lights all while diving deep into the meaninglessness of those lights.
While After Hours starts with loneliness and a second chance it leads up to Abel returning to his vices of lust. In Alone Again his loneliness caught up to him and he’s asking for a second chance. He acknowledges his mistakes and situation in Too Late/Hardest to Love, in Scared to Live his ex then returns to him for a second time. He remembers his past ways in Snowchild and the way in which it lead to better days, but where do you go after such highs? In Escape From LA he faces the superficial reality of Hollywood, glad that he got that he got back with his ex, while continuing to question if it’s worth it. But he fucks up the second chance when she pulls up to the studio.
Who is she? Much like the other mysteries surrounding The Weeknd’s music, we may never know. Is it all more of The Weeknd’s songwriting ability or is it driven by reality? Fans found a merge between the two to be more accurate, After Hours is about heartbreak and a return to the vices that held The Weeknd back.
Heartless is when The Weeknd is once again back to his ways, he may have been in a serious relationship but after throwing that away he spirals back to the way he once was. It’s sad but it’s one hell of a song. Speaking of brilliant songs, Faith is when Abel admits that he’s back on his vices, he states that he needs his ex back with him till the end; he’s back to self-loathing.
So when he says he’s blinded by the lights, there’s two meanings to it. The Faith outro tells us that he’s in a car with flashing lights, a cop car (as confirmed by Abel) to be exact. Then Blinding Lights tells us that while he’s watching the bright lights of Vegas pass him by he calls out for the girl that he regrets losing. That is the peak of the After Hours narrative. He’s behaving badly over the loss of the girl he loved and is now at the worst position trying to find her and gain her trust for a third time.
Following Blinding Lights is In Your Eyes, this is where The Weeknd vows not to judge her; he can see right through her but will never do anything to make her upset. Does this mean their back together? Not exactly. Save Your Tears details a sort of moving-on that The Weeknd isn’t ready for but tries to help her move on, blind to his own inability to move on. Does it work? Not really. Repeat After Me (Interlude) shows that he’s still trying to convince himself that he’s unfazed by the loss of a meaningful relationship.
Then you hear a true masterpiece. The title track is a spiral into true regret and an apology for his actions, he admits that his ex girlfriend is the only reason he lives. In a dark lonely city she’s the only one keeping him sane. But his pleas fail, Until I Bleed Out is when The Weeknd no longer wants her in his life so much so that he wants to erase his memory of anything related to her. The bonus tracks then echo the final sentiment.
It’s one sad ass album, ain’t it. But here’s where the Red Suit Character comes in.
Shoutout to the makeup department
The album isn’t the only narrative to follow with After Hours. The videos for the album follow their own sort of narrative. The story follows an unnamed guy that goes by “red suit character” according to The Weeknd.
There’s a lot of confusion and endless theories surrounding this character’s story, after The Weeknd confirmed that it’s about a decent into Hollywood culture it makes more sense… kind of. I’m gonna discuss the storyline without talking about the movies that have influenced it, this way the focus remains on the character.
The order of these videos is Heartless / Blinding Lights / Blinding Lights (Live on Kimmel)* / After Hours short film / In Your Eyes / Until I Bleed Out / Snowchild / Too Late / Live at AMAs* / Save Your Tears
*Though all live performances could count as part of the narrative, these one relate directly with the videos that follow.
He’s is first seen in Vegas with Metro Boomin (Heartless), intoxicated on various substances. He dives deeper into his high until he licks a frog, after that he faces the true effects of this high. He’s frightened by the result and runs far away from Vegas. (Blinding Lights) He’s then found in LA, where he’s dancing in the street, hypnotized by the singer, beat up by guards, and races past all those bright lights in his Benz. Ultimately realizing the shallowness of the Los Angeles fantasy.
(Blinding Lights Live on Kimmel) We then find him performing Blinding Lights live, while he attempts to find more reason in within the madness city; he couldn’t find it on the streets so he goes to the stage. (After Hours short film) Even then there’s no meaning to anything in the city, he mindlessly wanders into the depth of the subway where he’s dragged by the reality of it all and ends up possessed. (In Your Eyes) After being possessed he chases the woman whose boyfriend he just murdered, she runs into a club falls deeper into the After Hours fantasy, in a successful attempt to defend herself she beheads the red suit character and dances all over LA with his head, iconic behaviour.
(Until I Bleed Out) Then in an ethereal dreamscape, red suit character finds himself in a House of Balloons. He’s trying to escape, but the people there keep pulling him in; he’s getting higher while observing Glass Table Girls. He spirals into the antarctic, the other side of the world. From Heatless to this point in his story, his vices lead him back to the lowest point in Abel’s life. Is it Hell, Heaven or Las Vegas? (Snowchild) He relives his career up until the point where his story began. Considering he’s dead, his life basically flashed before his eyes.
(Too Late) LA girls find the red suit character’s head and live their best life. They wanna have sex with him so they find the best boy parts by calling up a stripper who could be the body. The stitch the head up with the body and do what they want. But now he’s brought back to life. (Live at AMAs) He’s had work done… He went in to get his nose fixed and the doctor said “you sure that’s all you want?” The red suit character’s face is healing while he tries to celebrate his life on top of a bridge.
(Save Your Tears) Surrounded by a masked cult he debut’s his new face. Do they like it? Are they impressed? Not instantly, their masks translate no expression so how’s he to know? Is any of this worth it? Nope red suit character continues to die inside. He finds a maskless girl in the crowd, she’s lively unlike the rest; but even then, nothing on the inside nothing on the outside. He wants death again, somehow a second chance with this city is still pointless. He tries to kill himself via the girl and himself but it’s all a facade; theatrics.
His story continues but that’s all we know so far.
The videos make a lot of film references. This post by explain these references very well, as well as past album references here (part one) and here (part two).
After Hours is inspired by a lot of movies, since Abel is in fact a cinephile. The main movies that inspired the aesthetic and storytelling are believed to be Fear and Loathing in Las Vegas (1998), Casino (1995), Joker (2019), Uncut Gems (2020), and After Hours (1985). The album tells two sad narratives but remains one of The Weeknd’s best works yet. He’s expanded his videography and enhanced the interest of people who casually enjoy his music and of course his fans.
But the era isn’t over, by the time this is posted his Super Bowl Halftime show is yet to happen. And it’ll continue the red suit character’s story.
Videos for After Hours (so far)
Fun Fact—The Heartless video features a reference to Thursday. When he’s trying to run from Vegas, a sign behind him flashes “Heartless / Heaven or Las Vegas.” This could be a reference to Abel running from his past, after all Heartless is about him returning to his vices.

END.

Thank you for reading this, again, I didn’t realize it would end up being this long. But I hope this this served as a nice refresher for any fans who wanted to revisit Abel’s work before the Super Bowl.
And I really hope that anyone interested in getting into his music finds this helpful. Once again, the theories/interpretations mentioned aren’t conclusive, they’re widely based on fan discussion/mutual interpretation.
Due to the character limit I couldn’t add too links to the albums, so here are some artist links.
Apple Music | Spotify | YouTube | The Weeknd’s Shop | Tidal | Genius

NEW INFO 5 Results from share redemption are posted. Less than .2% redeemed. Very bullish as investors are showing extreme confidence in the future of PLBY.
https://finance.yahoo.com/news/playboy-mountain-crest-acquisition-corp-120000721.html
NEW INFO 4 Definitive Agreement to purchase 100% of Lovers brand stores announced 2/1.
https://www.streetinsider.com/Corporate+News/Playboy+%28MCAC%29+Confirms+Deal+to+Acquire+Lovers/17892359.html
NEW INFO 3 I bought more on the dip today. 5081 total. Price rose AH to $12.38 (2.15%)
NEW INFO 2 Here is the full webinar.
https://icrinc.zoom.us/rec/play/9GWKdmOYumjWfZuufW3QXpe_FW_g--qeNbg6PnTjTMbnNTgLmCbWjeRFpQga1iPc-elpGap8dnDv8Zww.yD7DjUwuPmapeEdP?continueMode=true&tk=lEYc4F_FkKlgsmCIs6w0gtGHT2kbgVGbUju3cIRBSjk.DQIAAAAV8NK49xZWdldRM2xNSFNQcTBmcE00UzM3bXh3AAAAAAAAAAAAAAAAAAAAAAAAAAAA&uuid=WN_GKWqbHkeSyuWetJmLFkj4g&_x_zm_rtaid=kR45-uuqRE-L65AxLjpbQw.1611967079119.2c054e3d3f8d8e63339273d9175939ed&_x_zm_rhtaid=866
NEW INFO 1 Live merger webinar with PLBY and MCAC on Friday January 29, 2021 at 12:00 NOON EST link below
https://mcacquisition.com/investor-relations/press-release-details/2021/Playboy-Enterprises-Inc.-and-Mountain-Crest-Acquisition-Corp-Participate-in-SPACInsider-ICR-Webinar-on-January-29th-at-12pm-ET/default.aspx
Playboy going public: Porn, Gambling, and Cannabis
!!!WARNING READING AHEAD!!! TL;DR at the end. It will take some time to sort through all the links and read/watch everything, but you should.
In the next couple weeks, Mountain Crest Acquisition Corp is taking Playboy public. The existing ticker MCAC will become PLBY. Special purpose acquisition companies have taken private companies public in recent months with great success. I believe this will be no exception. Notably, Playboy is profitable and has skyrocketing revenue going into a transformational growth phase.
Porn - First and foremost, let's talk about porn. I know what you guys are thinking. “Porno mags are dead. Why would I want to invest in something like that? I can get porn for free online.” Guess what? You are absolutely right. And that’s exactly why Playboy doesn’t do that anymore. That’s right, they eliminated their print division. And yet they somehow STILL make money from porn that people (see: boomers) pay for on their website through PlayboyTV, Playboy Plus, and iPlayboy. Here’s the thing: Playboy has international, multi-generational name recognition from porn. They have content available in 180 countries. It will be the only publicly traded adult entertainment (porn) company. But that is not where this company is going. It will help support them along the way. You can see every Playboy magazine through iPlayboy if you’re interested. NSFW links below:
https://www.playboy.com/
https://www.playboytv.com/
https://www.playboyplus.com/
https://www.iplayboy.com/
Gambling - Some of you might recognize the Playboy brand from gambling trips to places like Las Vegas, Atlantic City, Cancun, London or Macau. They’ve been in the gambling biz for decades through their casinos, clubs, and licensed gaming products. They see the writing on the wall. COVID is accelerating the transition to digital, application based GAMBLING. That’s right. What we are doing on Robinhood with risky options is gambling, and the only reason regulators might give a shit anymore is because we are making too much money. There may be some restrictions put in place, but gambling from your phone on your couch is not going anywhere. More and more states are allowing things like Draftkings, poker, state ‘lottery” apps, hell - even political betting. Michigan and Virginia just ok’d gambling apps. They won’t be the last. This is all from your couch and any 18 year old with a cracked iphone can access it. Wouldn’t it be cool if Playboy was going to do something like that? They’re already working on it. As per CEO Ben Kohn who we will get to later, “...the company’s casino-style digital gaming products with Scientific Games and Microgaming continue to see significant global growth.” Honestly, I stopped researching Scientific Games' sports betting segment when I saw the word ‘omni-channel’. That told me all I needed to know about it’s success.
“Our SG Sports™ platform is an enhanced, omni-channel solution for online, self-service and retail fixed odds sports betting – from soccer to tennis, basketball, football, baseball, hockey, motor sports, racing and more.”
https://www.scientificgames.com/
https://www.microgaming.co.uk/
“This latter segment has become increasingly enticing for Playboy, and it said last week that it is considering new tie-ups that could include gaming operators like PointsBet and 888Holdings.”
https://calvinayre.com/2020/10/05/business/playboys-gaming-ops-could-get-a-boost-from-spac-purchase/
As per their SEC filing:
“Significant consumer engagement and spend with Playboy-branded gaming properties around the world, including with leading partners such as Microgaming, Scientific Games, and Caesar’s Entertainment, steers our investment in digital gaming, sports betting and other digital offerings to further support our commercial strategy to expand consumer spend with minimal marginal cost, and gain consumer data to inform go-to-market plans across categories.”
https://www.sec.gov/Archives/edgadata/1803914/000110465921005986/tm2034213-12_defm14a.htm#tMDAA1
They are expanding into more areas of gaming/gambling, working with international players in the digital gaming/gambling arena, and a Playboy sportsbook is on the horizon.
https://www.playboy.com/read/the-pleasure-of-playing-with-yourself-mobile-gaming-in-the-covid-era
Cannabis - If you’ve ever read through a Playboy magazine, you know they’ve had a positive relationship with cannabis for many years. As of September 2020, Playboy has made a major shift into the cannabis space. Too good to be true you say? Check their website. Playboy currently sells a range of CBD products. This is a good sign. Federal hemp products, which these most likely are, can be mailed across state lines and most importantly for a company like Playboy, can operate through a traditional banking institution. CBD products are usually the first step towards the cannabis space for large companies. Playboy didn’t make these products themselves meaning they are working with a processor in the cannabis industry. Another good sign for future expansion. What else do they have for sale? Pipes, grinders, ashtrays, rolling trays, joint holders. Hmm. Ok. So it looks like they want to sell some shit. They probably don’t have an active interest in cannabis right? Think again:
https://www.forbes.com/sites/javierhasse/2020/09/24/playboy-gets-serious-about-cannabis-law-reform-advocacy-with-new-partnership-grants/?sh=62f044a65cea
“Taking yet another step into the cannabis space, Playboy will be announcing later on Thursday (September, 2020) that it is launching a cannabis law reform and advocacy campaign in partnership with National Organization for the Reform of Marijuana Laws (NORML), Last Prisoner Project, Marijuana Policy Project, the Veterans Cannabis Project, and the Eaze Momentum Program.”
“According to information procured exclusively, the three-pronged campaign will focus on calling for federal legalization. The program also includes the creation of a mentorship plan, through which the Playboy Foundation will support entrepreneurs from groups that are underrepresented in the industry.” Remember that CEO Kohn from earlier? He wrote this recently:
https://medium.com/naked-open-letters-from-playboy/congress-must-pass-the-more-act-c867c35239ae
Seems like he really wants weed to be legal? Hmm wonder why? The writing's on the wall my friends. Playboy wants into the cannabis industry, they are making steps towards this end, and we have favorable conditions for legislative progress.
Don’t think branding your own cannabis line is profitable or worthwhile? Tell me why these 41 celebrity millionaires and billionaires are dummies. I’ll wait.
https://www.celebstoner.com/news/celebstoner-news/2019/07/12/top-celebrity-cannabis-brands/
Confirmation: I hear you. “This all seems pretty speculative. It would be wildly profitable if they pull this shift off. But how do we really know?” Watch this whole video:
https://finance.yahoo.com/video/playboy-ceo-telling-story-female-154907068.html
Man - this interview just gets my juices flowing. And highlights one of my favorite reasons for this play. They have so many different business avenues from which a catalyst could appear. I think paying attention, holding shares, and options on these staggered announcements over the next year is the way I am going to go about it. "There's definitely been a shift to direct-to-consumer," he (Kohn) said. "About 50 percent of our revenue today is direct-to-consumer, and that will continue to grow going forward.” “Kohn touted Playboy's portfolio of both digital and consumer products, with casino-style gaming, in particular, serving a crucial role under the company's new business model. Playboy also has its sights on the emerging cannabis market, from CBD products to marijuana products geared toward sexual health and pleasure.” "If THC does become legal in the United States, we have developed certain strains to enhance your sex life that we will launch," Kohn said. https://cheddar.com/media/playboy-goes-public-health-gaming-lifestyle-focus Oh? The CEO actually said it? Ok then. “We have developed certain strains…” They’re already working with growers on strains and genetics? Ok. There are several legal cannabis markets for those products right now, international and stateside. I expect Playboy licensed hemp and THC pre-rolls by EOY. Something like this: https://www.etsy.com/listing/842996758/10-playboy-pre-roll-tubes-limited?ga_order=most_relevant&ga_search_type=all&ga_view_type=gallery&ga_search_query=pre+roll+playboy&ref=sr_gallery-1-2&organic_search_click=1 Maintaining cannabis operations can be costly and a regulatory headache. Playboy’s licensing strategy allows them to pick successful, established partners and sidestep traditional barriers to entry. You know what I like about these new markets? They’re expanding. Worldwide. And they are going to be a bigger deal than they already are with or without Playboy. Who thinks weed and gambling are going away? Too many people like that stuff. These are easy markets. And Playboy is early enough to carve out their spot in each. Fuck it, read this too: https://www.forbes.com/sites/jimosman/2020/10/20/playboy-could-be-the-king-of-spacs-here-are-three-picks/?sh=2e13dcaa3e05
Numbers: You want numbers? I got numbers. As per the company’s most recent SEC filing:
“For the year ended December 31, 2019, and the nine months ended September 30, 2020, Playboy’s historical consolidated revenue was $78.1 million and $101.3 million, respectively, historical consolidated net income (loss) was $(23.6) million and $(4.8) million, respectively, and Adjusted EBITDA was $13.1 million and $21.8 million, respectively.”
“In the nine months ended September 30, 2020, Playboy’s Licensing segment contributed $44.2 million in revenue and $31.1 million in net income.”
“In the ninth months ended September 30, 2020, Playboy’s Direct-to-Consumer segment contributed $40.2 million in revenue and net income of $0.1 million.”
“In the nine months ended September 30, 2020, Playboy’s Digital Subscriptions and Content segment contributed $15.4 million in revenue and net income of $7.4 million.”
They are profitable across all three of their current business segments.
“Playboy’s return to the public markets presents a transformed, streamlined and high-growth business. The Company has over $400 million in cash flows contracted through 2029, sexual wellness products available for sale online and in over 10,000 major retail stores in the US, and a growing variety of clothing and branded lifestyle and digital gaming products.”
https://www.sec.gov/Archives/edgadata/1803914/000110465921005986/tm2034213-12_defm14a.htm#tSHCF
Growth: Playboy has massive growth in China and massive growth potential in India. “In China, where Playboy has spent more than 25 years building its business, our licensees have an enormous footprint of nearly 2,500 brick and mortar stores and 1,000 ecommerce stores selling high quality, Playboy-branded men’s casual wear, shoes/footwear, sleepwear, swimwear, formal suits, leather & non-leather goods, sweaters, active wear, and accessories. We have achieved significant growth in China licensing revenues over the past several years in partnership with strong licensees and high-quality manufacturers, and we are planning for increased growth through updates to our men’s fashion lines and expansion into adjacent categories in men’s skincare and grooming, sexual wellness, and women’s fashion, a category where recent launches have been well received.” The men’s market in China is about the same size as the entire population of the United States and European Union combined. Playboy is a leading brand in this market. They are expanding into the women’s market too. Did you know CBD toothpaste is huge in China? China loves CBD products and has hemp fields that dwarf those in the US. If Playboy expands their CBD line China it will be huge. Did you know the gambling money in Macau absolutely puts Las Vegas to shame? Technically, it's illegal on the mainland, but in reality, there is a lot of gambling going on in China. https://www.forbes.com/sites/javierhasse/2020/10/19/magic-johnson-and-uncle-buds-cbd-brand-enter-china-via-tmall-partnership/?sh=271776ca411e “In India, Playboy today has a presence through select apparel licensees and hospitality establishments. Consumer research suggests significant growth opportunities in the territory with Playboy’s brand and categories of focus.” “Playboy Enterprises has announced the expansion of its global consumer products business into India as part of a partnership with Jay Jay Iconic Brands, a leading fashion and lifestyle Company in India.” “The Indian market today is dominated by consumers under the age of 35, who represent more than 65 percent of the country’s total population and are driving India’s significant online shopping growth. The Playboy brand’s core values of playfulness and exploration resonate strongly with the expressed desires of today’s younger millennial consumers. For us, Playboy was the perfect fit.” “The Playboy international portfolio has been flourishing for more than 25 years in several South Asian markets such as China and Japan. In particular, it has strategically targeted the millennial and gen-Z audiences across categories such as apparel, footwear, home textiles, eyewear and watches.” https://www.licenseglobal.com/industry-news/playboy-expands-global-footprint-india It looks like they gave COVID the heisman in terms of net damage sustained: “Although Playboy has not suffered any material adverse consequences to date from the COVID-19 pandemic, the business has been impacted both negatively and positively. The remote working and stay-at-home orders resulted in the closure of the London Playboy Club and retail stores of Playboy’s licensees, decreasing licensing revenues in the second quarter, as well as causing supply chain disruption and less efficient product development thereby slowing the launch of new products. However, these negative impacts were offset by an increase in Yandy’s direct-to-consumer sales, which have benefited in part from overall increases in online retail sales so far during the pandemic.” Looks like the positives are long term (Yandy acquisition) and the negatives are temporary (stay-at-home orders).
https://www.sec.gov/Archives/edgadata/1803914/000110465921006093/tm213766-1_defa14a.htm
This speaks to their ability to maintain a financially solvent company throughout the transition phase to the aforementioned areas. They’d say some fancy shit like “expanded business model to encompass four key revenue streams: Sexual Wellness, Style & Apparel, Gaming & Lifestyle, and Beauty & Grooming.” I hear “we’re just biding our time with these trinkets until those dollar dollar bill y’all markets are fully up and running.” But the truth is these existing revenue streams are profitable, scalable, and rapidly expanding Playboy’s e-commerce segment around the world.
"Even in the face of COVID this year, we've been able to grow EBITDA over 100 percent and revenue over 68 percent, and I expect that to accelerate going into 2021," he said. “Playboy is accelerating its growth in company-owned and branded consumer products in attractive and expanding markets in which it has a proven history of brand affinity and consumer spend.”
Also in the SEC filing, the Time Frame:
“As we detailed in the definitive proxy statement, the SPAC stockholder meeting to vote on the transaction has been set for February 9th, and, subject to stockholder approval and satisfaction of the other closing conditions, we expect to complete the merger and begin trading on NASDAQ under ticker PLBY shortly thereafter,” concluded Kohn.
The Players: Suhail “The Whale” Rizvi (HMFIC), Ben “The Bridge” Kohn (CEO), “lil” Suying Liu & “Big” Dong Liu (Young-gun China gang). I encourage you to look these folks up. The real OG here is Suhail Rizvi. He’s from India originally and Chairman of the Board for the new PLBY company. He was an early investor in Twitter, Square, Facebook and others. His firm, Rizvi Traverse, currently invests in Instacart, Pinterest, Snapchat, Playboy, and SpaceX. Maybe you’ve heard of them. “Rizvi, who owns a sprawling three-home compound in Greenwich, Connecticut, and a 1.65-acre estate in Palm Beach, Florida, near Bill Gates and Michael Bloomberg, moved to Iowa Falls when he was five. His father was a professor of psychology at Iowa. Along with his older brother Ashraf, a hedge fund manager, Rizvi graduated from Wharton business school.” “Suhail Rizvi: the 47-year-old 'unsocial' social media baron: When Twitter goes public in the coming weeks (2013), one of the biggest winners will be a 47-year-old financier who guards his secrecy so zealously that he employs a person to take down his Wikipedia entry and scrub his photos from the internet. In IPO, Twitter seeks to be 'anti-FB'” “Prince Alwaleed bin Talal of Saudi Arabia looks like a big Twitter winner. So do the moneyed clients of Jamie Dimon. But as you’ve-got-to-be-joking wealth washed over Twitter on Thursday — a company that didn’t exist eight years ago was worth $31.7 billion after its first day on the stock market — the non-boldface name of the moment is Suhail R. Rizvi. Mr. Rizvi, 47, runs a private investment company that is the largest outside investor in Twitter with a 15.6 percent stake worth $3.8 billion at the end of trading on Thursday (November, 2013). Using a web of connections in the tech industry and in finance, as well as a hearty dose of good timing, he brought many prominent names in at the ground floor, including the Saudi prince and some of JPMorgan’s wealthiest clients.” https://www.nytimes.com/2013/11/08/technology/at-twitter-working-behind-the-scenes-toward-a-billion-dollar-payday.html Y’all like that Arab money? How about a dude that can call up Saudi Princes and convince them to spend? Funniest shit about I read about him: “Rizvi was able to buy only $100 million in Facebook shortly before its IPO, thus limiting his returns, according to people with knowledge of the matter.” Poor guy :(
He should be fine with the 16 million PLBY shares he's going to have though :)
Shuhail also has experience in the entertainment industry. He’s invested in companies like SESAC, ICM, and Summit Entertainment. He’s got Hollywood connections to blast this stuff post-merger. And he’s at least partially responsible for that whole Twilight thing. I’m team Edward btw.
I really like what Suhail has done so far. He’s lurked in the shadows while Kohn is consolidating the company, trimming the fat, making Playboy profitable, and aiming the ship at modern growing markets.
https://www.reuters.com/article/us-twitter-ipo-rizvi-insight/insight-little-known-hollywood-investor-poised-to-score-with-twitter-ipo-idUSBRE9920VW20131003
Ben “The Bridge” Kohn is an interesting guy. He’s the connection between Rizvi Traverse and Playboy. He’s both CEO of Playboy and was previously Managing Partner at Rizvi Traverse. Ben seems to be the voice of the Playboy-Rizvi partnership, which makes sense with Suhail’s privacy concerns. Kohn said this:
“Today is a very big day for all of us at Playboy and for all our partners globally. I stepped into the CEO role at Playboy in 2017 because I saw the biggest opportunity of my career. Playboy is a brand and platform that could not be replicated today. It has massive global reach, with more than $3B of global consumer spend and products sold in over 180 countries. Our mission – to create a culture where all people can pursue pleasure – is rooted in our 67-year history and creates a clear focus for our business and role we play in people’s lives, providing them with the products, services and experiences that create a lifestyle of pleasure. We are taking this step into the public markets because the committed capital will enable us to accelerate our product development and go-to-market strategies and to more rapidly build our direct to consumer capabilities,” said Ben Kohn, CEO of Playboy.
“Playboy today is a highly profitable commerce business with a total addressable market projected in the trillions of dollars,” Mr. Kohn continued, “We are actively selling into the Sexual Wellness consumer category, projected to be approximately $400 billion in size by 2024, where our recently launched intimacy products have rolled out to more than 10,000 stores at major US retailers in the United States. Combined with our owned & operated ecommerce Sexual Wellness initiatives, the category will contribute more than 40% of our revenue this year. In our Apparel and Beauty categories, our collaborations with high-end fashion brands including Missguided and PacSun are projected to achieve over $50M in retail sales across the US and UK this year, our leading men’s apparel lines in China expanded to nearly 2500 brick and mortar stores and almost 1000 digital stores, and our new men’s and women’s fragrance line recently launched in Europe. In Gaming, our casino-style digital gaming products with Scientific Games and Microgaming continue to see significant global growth. Our product strategy is informed by years of consumer data as we actively expand from a purely licensing model into owning and operating key high-growth product lines focused on driving profitability and consumer lifetime value. We are thrilled about the future of Playboy. Our foundation has been set to drive further growth and margin, and with the committed capital from this transaction and our more than $180M in NOLs, we will take advantage of the opportunity in front of us, building to our goal of $100M of adjusted EBITDA in 2025.”
https://www.businesswire.com/news/home/20201001005404/en/Playboy-to-Become-a-Public-Company
Also, according to their Form 4s, “Big” Dong Liu and “lil” Suying Liu just loaded up with shares last week. These guys are brothers and seem like the Chinese market connection. They are only 32 & 35 years old. I don’t even know what that means, but it's provocative.
https://www.secform4.com/insider-trading/1832415.htm
https://finance.yahoo.com/news/mountain-crest-acquisition-corp-ii-002600994.html
Y’all like that China money?
“Mr. Liu has been the Chief Financial Officer of Dongguan Zhishang Photoelectric Technology Co., Ltd., a regional designer, manufacturer and distributor of LED lights serving commercial customers throughout Southern China since November 2016, at which time he led a syndicate of investments into the firm. Mr. Liu has since overseen the financials of Dongguan Zhishang as well as provided strategic guidance to its board of directors, advising on operational efficiency and cash flow performance. From March 2010 to October 2016, Mr. Liu was the Head of Finance at Feidiao Electrical Group Co., Ltd., a leading Chinese manufacturer of electrical outlets headquartered in Shanghai and with businesses in the greater China region as well as Europe.”
Dr. Suying Liu, Chairman and Chief Executive Officer of Mountain Crest Acquisition Corp., commented, “Playboy is a unique and compelling investment opportunity, with one of the world’s largest and most recognized brands, its proven consumer affinity and spend, and its enormous future growth potential in its four product segments and new and existing geographic regions. I am thrilled to be partnering with Ben and his exceptional team to bring his vision to fruition.”
https://www.businesswire.com/news/home/20201001005404/en/Playboy-to-Become-a-Public-Company
These guys are good. They have a proven track record of success across multiple industries. Connections and money run deep with all of these guys. I don’t think they’re in the game to lose.
I was going to write a couple more paragraphs about why you should have a look at this but really the best thing you can do is read this SEC filing from a couple days ago. It explains the situation in far better detail. Specifically, look to page 137 and read through their strategy. Also, look at their ownership percentages and compensation plans including the stock options and their prices. The financials look great, revenue is up 90% Q3, and it looks like a bright future.
https://www.sec.gov/Archives/edgadata/1803914/000110465921005986/tm2034213-12_defm14a.htm#tSHCF
I’m hesitant to attach this because his position seems short term, but I’m going to with a warning because he does hit on some good points (two are below his link) and he’s got a sizable position in this thing (500k+ on margin, I think). I don’t know this guy but he did look at the same publicly available info and make roughly the same prediction, albeit without the in depth gambling or cannabis mention. You can also search reddit for ‘MCAC’ and very few relevant results come up and none of them even come close to really looking at this thing.
https://docs.google.com/document/d/1gOvAd6lebs452hFlWWbxVjQ3VMsjGBkbJeXRwDwIJfM/edit?usp=sharing
“Also, before you people start making claims that Playboy is a “boomer” company, STOP RIGHT THERE. This is not a good argument. Simply put. The only thing that matters is Playboy’s name recognition, not their archaic business model which doesn’t even exist anymore as they have completely repurposed their business.”
“Imagine not buying $MCAC at a 400M valuation lol. Streetwear department is worth 1B alone imo.”
Considering the ridiculous Chinese growth as a lifestyle brand, he’s not wrong.
Current Cultural Significance and Meme Value: A year ago I wouldn’t have included this section but the events from the last several weeks (even going back to tsla) have proven that a company’s ability to meme and/or gain social network popularity can have an effect. Tik-tok, Snapchat, Twitch, Reddit, Youtube, Facebook, Twitter. They all have Playboy stuff on them. Kids in middle and highschool know what Playboy is but will likely never see or touch one of the magazines in person. They’ll have a Playboy hoodie though. Crazy huh? A lot like GME, PLBY would hugely benefit from meme-value stock interest to drive engagement towards their new business model while also building strategic coffers. This interest may not directly and/or significantly move the stock price but can generate significant interest from larger players who will.
Bull Case: The year is 2025. Playboy is now the world leader pleasure brand. They began by offering Playboy licensed gaming products, including gambling products, direct to consumers through existing names. By 2022, demand has skyrocketed and Playboy has designed and released their own gambling platforms. In 2025, they are also a leading cannabis brand in the United States and Canada with proprietary strains and products geared towards sexual wellness. Cannabis was legalized in the US in 2023 when President Biden got glaucoma but had success with cannabis treatment. He personally pushes for cannabis legalization as he steps out of office after his first term. Playboy has also grown their brand in China and India to multi-billion per year markets. The stock goes up from 11ish to 100ish and everyone makes big gains buying somewhere along the way.
Bear Case: The United States does a complete 180 on marijuana and gambling. President Biden overdoses on marijuana in the Lincoln bedroom when his FDs go tits up and he loses a ton of money in his sports book app after the Fighting Blue Hens narrowly lose the National Championship to Bama. Playboy is unable to expand their cannabis and gambling brands but still does well with their worldwide lifestyle brand. They gain and lose some interest in China and India but the markets are too large to ignore them completely. The stock goes up from 11ish to 13ish and everyone makes 15-20% gains.
TL;DR: Successful technology/e-commerce investment firm took over Playboy to turn it into a porn, online gambling/gaming, sports book, cannabis company, worldwide lifestyle brand that promotes sexual wellness, vetern access, women-ownership, minority-ownership, and “pleasure for all”. Does a successful online team reinventing an antiquated physical copy giant sound familiar? No options yet, shares only for now. $11.38 per share at time of writing. My guess? $20 by the end of February. $50 by EOY. This is not financial advice. I am not qualified to give financial advice. I’m just sayin’ I would personally use a Playboy sports book app while smoking a Playboy strain specific joint and it would be cool if they did that. Do your own research. You’d probably want to start here:
WARNING - POTENTIALLY NSFW - SEXY MODELS AHEAD - no actual nudity though
https://s26.q4cdn.com/895475556/files/doc_presentations/Playboy-Craig-Hallum-Conference-Investor-Presentation-11_17_20-compressed.pdf
Or here:
https://www.mcacquisition.com/investor-relations/default.aspx
Jimmy Chill: “Get into any SPAC at $10 or $11 and you are going to make money.”
STL;DR: Buy MCAC. MCAC > PLBY couple weeks. Rocketship. Moon.
Position: 5000 shares. I will buy short, medium, and long-dated calls once available.

What does Loop do?
Loop Insights Inc (CVE:MTRX) is an Internet of Things (IoT) technology company that combines artificial intelligence (AI) with marketing automation. Loop is a Vancouver-based advanced technology company also delivers venue tracing and contactless solutions.
Loop’s unique IoT device, referred to as the "Fobi" provides real-time insights, analytics, and visibility into buying trends. It also provides real-time data applications that enable retailers to improve on operational efficiencies with automated supply chain and inventory management tools. Loop offers digital adverting, marketing, research, and other related activities for retailers.
The company’s location-based marketing intelligence platform provides brands, agencies, and retailers with real-time actionable insights to optimize customer experiences.
Loop operates in the telecom, casino gaming, sports and entertainment, hospitality, and retail industries, in Canada, the US, the UK, Latin America, Australia, Japan, and Indonesia.
How are they doing:
It has been a busy spell for Loop which is seeing rapid growth in terms of its technology stack, customer acquisitions, Tier-1 partnerships, technology deployments, and most importantly, the growth of its sales pipeline.
In January, Loop partnered with Empower Clinics Inc. to establish the Re-open Vancouver coalition to obtain an approved end-to-end coronavirus (COVID-19) mitigation solution. The firms plan to present the solution to local and federal authorities to help in the re-opening of Vancouver’s travel industry, including the cruise industry.
Loop first partnered with Empower in October 2020 to provide an end-to-end COVID-19 mitigation solution, complete with venue tracing, real-time automated guest exposure notifications, and testing procedures based on published guidelines.
Loop will also showcase its venue management platform as it has been selected by bdG Sports to handle the Paiute Las Vegas Championship, golf tournament starting on April 12, 2021. The event is part of the Korn Ferry Tour, which acts as the developmental circuit for the US PGA Tour. Loop will utilize its Wallet Pass technology, which creates a direct communication channel with attendees, allowing the company to send personalized promotions to users’ mobile phones in partnership with tournament partners, including sponsors, brands, merchants, and retailers.
As a result, Loop will earn revenue from an event license fee, as well as per-user fees for everyone involved in the event, such as staff, officials, players, fans and media. The company will also earn money from an affiliate marketing deal with Impact Radius signed in November. The company has earned repeat business from bdG Sports.
Loop will also provide its venue management platform to the Big West Conference Men’s and Women’s Basketball Championships on March 9-13 at the Mandalay Bay Events Center in Las Vegas. A total of 19 NCAA basketball teams will compete in the Big West Conference Finals for a chance to enter the NCAA 2020-2021 “March Madness” Tournament in Las Vegas.
Loop’s selection by bdG Sports for the Big West Conference Championships follows the success of its venue bubble solution at two previous NCAA basketball tournaments — the Gulf Coast Showcase and the Vegas Main Event. With fans expected to be live in attendance, the company said its Wallet pass technology will provide revenue-sharing opportunities.
Meanwhile, Loop has integrated cryptocurrency payments like Bitcoin, Ethereum and Litecoin into its contactless payments platform. Fobi creates a unique QR code that can be displayed or printed, allowing customers to send payments through a mobile wallet app that supports cryptocurrencies. The platform communicates with the retailer, depositing the sum in either crypto or local FIAT currency. Customers can use a cryptocurrency of their choice.
Loop’s international expansion is snowballing. It has inked a pilot agreement with PharmAssist Solutions (Pharmassist) to implement Loop’s analytics platform in multiple independent pharmacy affiliated locations. After completing the pilot, both parties intend to implement Loop’s AI-driven analytics platform across 12,000 pharmacies in the UK.
On November 4, 2020, Loop said it completed a similar pilot at 20 stores and was rolling out its AI-driven analytics platform to all 550 retail locations of Your CBD Store. The company's “Insights” pricing model estimated making US$50 per month per till, with an average of four tills per retail location, which would equate to potential monthly recurring revenue of US$2.4 million or US$28.8 million.
The company chalked up the Pharmassist pilot deal to the signing of a referral agreement in October last year with retail industry guru Steve Gray’s UK-based SG-retail to bolster Loop's products in the UK and Europe. Loop has also gained traction in the US by signing a slew of deals, and Gray will tap the momentum to roll Loop’s products and services into the €3.55 trillion European market.
Loop has recently inked a letter of intent to acquire its technology partner Passcreator, a leading European digital wallet and mobile marketing company with Tier-1 clients such as Mercedes-Benz and BMW. The acquisition is likely to be completed by February 2021. Loop is now managing the development of Passcreator’s Wallet Pass platform, which can deploy rapidly and at scale in up to 40 languages. The Passcreator mobile wallet pass is built on Android and iOS Wallet pass technology.
Meanwhile, Loop has successfully launched its first “Film Bubble” for a major motion picture in partnership agreement with Draganfly Inc.
Loop told shareholders in December that it is “extremely confident” about replicating the growth it saw last year with a full pipeline of projects. Key highlights include the firm’s selection to the Amazon Web Services Partner Network, the Telus IoT Marketplace, and a major partnership with NTT DATA, a subsidiary of the world’s fourth-largest telecom company Nippon Telegraph and Telephone.
Significantly, Loop received around $4.6 million from the exercise of warrants up to December 10, 2020. The company said it does not foresee the need for financing apart from strategic client partners that may want to invest in Loop’s growth.
The company’s board has approved a plan to begin the process of up-listing to major North American stock exchanges. The plan includes an application to up-list to the Toronto Stock Exchange, followed by an application to dual-list on the US technology-laden Nasdaq.
In a recent letter to shareholders, CEO Rob Anson said: “Loop had an incredible year in 2020, and more importantly, is positioned with the right partners, products, pipeline, and financial resources to make the same quantum leap in 2021.”
CEO Rob Anson also went on to add “As a result of our immutable relevancy, high demand for Loop’s products, pipeline growth, and ability to easily scale into a global marketplace that is in full press digital transformation, we expect a continued accelerated pace that now warrants an up-list and dual list strategy that will attract institutional investors commensurate with our anticipated profile in 2021 and far beyond".
Disclaimer: This is not investment advice, never invest more than you can lose. Opinions are my own. Please do your own research!

This is the best tl;dr I could make, original reduced by 53%. (I'm a bot)

Nevada is open for visitors with precautions in place, tourism and coronavirus response leaders declared Monday, despite a weekend where the state passed the 200,000 mark in known COVID-19 infections and tallied 73 new deaths.
In Las Vegas, where New Year's fireworks that typically draw 300,000 people to the resort-lined Strip have been canceled, casinos are "Open within the limits of the capacity determined by the governor," Nevada tourism promotions chief Brenda Scolari said in a media call with state COVID-19 response leaders.
She also pointed to nearly $1.7 million in grants that the state distributed to rural organizations and groups under a "Discover Your Nevada" campaign "To promote that they are open for visitors and ... have safety practices in place to help keep visitors and residents safe."
Nevada welcoming visitors contrasts with neighboring California, where hospitals are scrambling to find beds and officials are drawing up plans for possibly limiting hospital admissions.
Julia Peek, deputy state health administrator, said the arrival of 8,000 doses of vaccine developed by Moderna Inc. and the National Institutes of Health followed 10,000 doses of Pfizer Inc.-BioNTech vaccine received last week for front-line health care workers and nursing home residents.
The state Department of Health and Human Services on Monday reported 2,049 new cases of the coronavirus in Nevada and six more fatalities, raising Nevada's totals to 205,884 known cases and 2,787 deaths since March.

Summary Source | FAQ | Feedback | Top keywords: Nevada^#1 state^#2 health^#3 visitors^#4 new^#5
Post found in /news and /California.
NOTICE: This thread is for discussing the submission topic. Please do not discuss the concept of the autotldr bot here.

TL;DR: Man with too much time on his hands goes deep down the rabbit hole on a concept this sub already didn’t seem that enthusiastic about. If you really want to skip ahead, CTRL+F “verdict” and it’ll get you there.
Two days ago, u/MrPhillyj2wns made a post asking whether USL should launch a D1 league in order to compete in Concacaf. From the top voted replies, it appears this made a lot of people very angry and has been widely regarded as a bad move.
But I’ve been at home for eight weeks and I am terribly, terribly bored.
So, I present to you this overview of what the USL pyramid might look like if Jake Edwards got a head of steam and attempted to establish a USSF-sanctioned first division. This is by no means an endorsement of such a proposal or even a suggestion that USL SHOULD do such a thing. It is merely an examination of whether they COULD.
Welcome to the Thunderdome USL Premiership
First, there are some base-level assumptions we must make in this exercise, because it makes me feel more scientific and not like a guy who wrote this on Sunday while watching the Belarusian Premier League (Go BATE Borisov!).

1. All D1 teams must comply with known USSF requirements for D1 leagues (more on that later).
   
2. MLS, not liking this move, will immediately remove all directly-owned affiliate clubs from the USL structure (this does not include hybrid ownerships, like San Antonio FC – NYCFC). This removes all MLS2 teams but will not affect Colorado Springs, Reno, RGVFC and San Antonio.
   
3. The USL will attempt to maintain both the USL Championship and USL League One, with an eventual mind toward creating the pro/rel paradise that is promised in Relegations 3:16.
   
4. All of my research regarding facility size and ownership net worth is correct – this is probably the biggest leap of faith we have to make, since googling “NAME net worth” and “CITY richest people” doesn’t seem guaranteed to return accurate results.
   
5. The most a club can increase its available seating capacity to meet D1 requirements in a current stadium is no more than 1,500 seats (10% of the required 15,000). If they need to add more, they’ll need a new facility.
   
6. Let’s pretend that people are VERY willing to sell. It’s commonly acknowledged that the USL is a more financially feasible route to owning a soccer club than in MLS (c.f. MLS-Charlotte’s reported $325 million expansion fee) and the USSF has some very strict requirements for D1 sanctioning. It becomes pretty apparent when googling a lot of team’s owners that this requirement isn’t met, so let’s assume everyone that can’t sells to people who meet the requirements.
   

(Known) USSF D1 league requirements:
- League must have 12 teams to apply and 14 teams by year three
- Majority owner must have a net worth of $40 million, and the ownership group must have a total net worth of $70 million. The value of an owned stadium is not considered when calculating this value.
- Must have teams located in the Eastern, Central and Pacific time zones
- 75% of league’s teams must be based in markets with at a metro population of at least 1 million people.
- All league stadiums must have a capacity of at least 15,000
The ideal club candidate for the USL Premiership will meet the population and capacity requirements in its current ground, which will have a grass playing surface. Of the USL Championship’s 27 independent/hybrid affiliate clubs, I did not find one club that meets all these criteria as they currently stand.
Regarding turf fields, the USSF does not have a formal policy regarding the ideal playing surface but it is generally acknowledged that grass is superior to turf. 6 of 26 MLS stadiums utilize turf, or roughly 23% of stadiums. We’ll hold a similar restriction for our top flight, so 2-3 of our top flight clubs can have turf fields. Seem fair?
Capacity is going to be the biggest issue, since the disparity between current requirements for the second-tier (5,000) and the first tier (15,000) is a pretty massive gap. Nice club you have there, triple your capacity and you’re onto something. As a result, I have taken the liberty of relocating certain (read: nearly all) clubs to new grounds, trying my utmost to keep those clubs in their current markets and –importantly--, ensure they play on grass surfaces.
So, let’s do a case-by-case evaluation and see if we can put together 12-14 teams that meet the potential requirements, because what else do you have to do?
For each club’s breakdown, anything that represents a chance from what is currently true will be underlined.
Candidate: Birmingham Legion FC
Location (Metro population): Birmingham, Ala. (1,151,801)
Time zone: Central
Stadium (playing surface, capacity): Legion Field (FieldTurf, 71,594)
Potential owner: Stephens Family (reported net worth $4 billion)
Notes: Birmingham has a pretty strong candidacy. Having ditched the 5,000-seater BBVA Field for Legion Field, which sits 2.4 miles away, they’ve tapped into the city’s soccer history. Legion Field hosted portions of both the men’s and women’s tournaments at the 1996 Olympics, including a 3-1 U.S. loss to Argentina that saw 83,183 pack the house. The Harbert family seemed like strong ownership contenders, but since the death of matriarch Marguerite Harbert in 2015, it’s unclear where the wealth in the family is concentrated, so the Stephens seem like a better candidate. The only real knock that I can think of is that we really want to avoid having clubs play on turf, so I’d say they’re on the bubble of our platonic ideal USL Prem.
Candidate: Charleston Battery
Location (Metro population): Charleston, S.C. (713,000)
Time zone: Eastern
Stadium (playing surface, capacity): Johnson Hagood Stadium (Grass, ~14,700)
Potential owner: Anita Zucker (reported net worth $3 billion)
Notes: Charleston’s candidacy isn’t looking great. Already disadvantaged due to its undersized metro population, a move across the Cooper River to Johnson Hagood Stadium is cutting it close in terms of capacity. The stadium, home to The Citadel’s football team, used to seat 21,000, before 9,300 seats on the eastern grandstand were torn down in 2017 to deal with lead paint that had been used in their construction. Renovation plans include adding 3,000 seats back in, which could hit 15,000 if they bumped it to 3,300, but throw in a required sale by HCFC, LLC (led by content-creation platform founder Rob Salvatore) to chemical magnate Anita Zucker, and you’ll see there’s a lot of ifs and ands in this proposal.
Candidate: Charlotte Independence
Location (Metro population): Charlotte, N.C. (2,569, 213)
Time zone: Eastern
Stadium (playing surface, capacity): Jerry Richardson Stadium (Turf, 15,314)
Potential owner: James Goodnight (reported net worth $9.1 billion)
Notes: Charlotte ticks a lot of the boxes. A move from the Sportsplex at Matthews to UNC-Charlotte’s Jerry Richardson stadium meets capacity requirements, but puts them on to the dreaded turf. Regrettably, nearby American Legion Memorial Stadium only seats 10,500, despite a grass playing surface. With a sizeable metro population (sixth-largest in the USL Championship) and a possible owner in software billionaire James Goodnight, you’ve got some options here. The biggest problem likely lies in direct competition for market share against a much better-funded MLS Charlotte side due to join the league in 2021.
Candidate: Hartford Athletic
Location (Metro population): Hartford, Conn. (1,214,295)
Time zone: Eastern
Stadium (playing surface, capacity): Pratt & Whitney Stadium (Grass, 38,066)
Potential owner: Ray Dalio (reported net worth $18.4 billion)
Notes: Okay, I cheated a bit here, having to relocate Hartford to Pratt & Whitney Stadium, which is technically in East Hartford, Conn. I don’t know enough about the area to know if there’s some kind of massive beef between the two cities, but the club has history there, having played seven games in 2019 while Dillon Stadium underwent renovations. If the group of local businessmen that currently own the club manage to attract Dalio to the table, we’re on to something.
Candidate: Indy Eleven
Location (Metro population): Indianapolis, Ind. (2,048,703)
Time zone: Eastern
Stadium (playing surface, capacity): Lucas Oil Stadium (Turf, 62,421)
Potential owner: Jim Irsay (reported net worth of $3 billion)
Notes: Indy Eleven are a club that are SO CLOSE to being an ideal candidate – if it weren’t for Lucas Oil Stadium’s turf playing surface. Still, there’s a lot to like in this bid. I’m not going to lie, I have no idea what current owner and founder Ersal Ozdemir is worth, but it seems like there might be cause for concern. A sale to Irsay, who also owns the NFL Indianapolis (nee Baltimore) Colts, seems likely to keep the franchise there, rather than make a half-mile move to 14,230 capacity Victory Field where the AAA Indianapolis Indians play and expand from there.
Candidate: Louisville City FC
Location (Metro population): Louisville, Ky. (1,297,310)
Time zone: Eastern
Stadium (playing surface, capacity): Lynn Family Stadium (Grass, 14,000, possibly expandable to 20,000)
Potential owner: Wayne Hughes (reported net worth $2.8 billion)
Notes: I’m stretching things a bit here. Lynn Family stadium is currently listed as having 11,700 capacity that’s expandable to 14,000, but they’ve said that the ground could hold as many as 20,000 with additional construction, which might be enough to grant them a temporary waiver from USSF. If the stadium is a no-go, then there’s always Cardinal Stadium, home to the University of Louisville’s football team, which seats 65,000 but is turf. Either way, it seems like a sale to someone like Public Storage founder Wayne Hughes will be necessary to ensure the club has enough capital.
Candidate: Memphis 901 FC
Location (Metro population): Memphis, Tenn. (1,348,260)
Time zone: Central
Stadium (playing surface, capacity): Liberty Bowl Stadium (Turf, 58,325)
Potential owner: Fred Smith (reported net worth $3 billion)
Notes: Unfortunately for Memphis, AutoZone Park’s 10,000 seats won’t cut it at the D1 level. With its urban location, it would likely prove tough to renovate, as well. Liberty Bowl Stadium more than meets the need, but will involve the use of the dreaded turf. As far as an owner goes, FedEx founder Fred Smith seems like a good local option.
Candidate: Miami FC, “The”
Location (Metro population): Miami, Fla. (6,158,824)
Time zone: Eastern
Stadium (playing surface, capacity): Riccardo Silva Stadium (FieldTurf, 20,000)
Potential owner: Riccardo Silva (reported net worth $1 billion)
Notes: Well, well, well, Silva might get his wish for top-flight soccer, after all. He’s got the money, he’s got the metro, and his ground has the capacity. There is the nagging issue of the turf, though. Hard Rock Stadium might present a solution, including a capacity of 64,767 and a grass playing surface. It is worth noting, however, that this is the first profile where I didn’t have to find a new potential owner for a club.
Candidate: North Carolina FC
Location (Metro population): Durham, N.C. (1,214,516 in The Triangle)
Time zone: Eastern
Stadium (playing surface, capacity): Carter-Finley Stadium (Grass/Turf, 57,583)
Potential owner: Steve Malik (precise net worth unknown) / Dennis Gillings (reported net worth of $1.7 billion)
Notes: We have our first “relocation” in North Carolina FC, who were forced to trade Cary’s 10,000-seat WakeMed Soccer Park for Carter-Finley Stadium in Durham, home of the NC State Wolfpack and 57,583 of their closest friends. The move is a whopping 3.1 miles, thanks to the close-knit hub that exists between Cary, Durham and Raleigh. Carter-Finley might be my favorite of the stadium moves in this exercise. The field is grass, but the sidelines are artificial turf. Weird, right? Either way, it was good enough for Juventus to play a friendly against Chivas de Guadalajara there in 2011. Maybe the move would be pushed for by new owner and medical magnate Dennis Gillings, whose British roots might inspire him to get involved in the Beautiful Game. Straight up, though, I couldn’t find a net worth for current owner Steve Malik, though he did sell his company MedFusion for $91 million in 2010, then bought it back for an undisclosed amount and sold it again for $43 million last November. I don’t know if Malik has the juice to meet D1 requirements, but I suspect he’s close.
Candidate: Pittsburgh Riverhounds SC
Location (Metro population): Pittsburgh, Penn. (2,362,453)
Time zone: Eastern
Stadium (playing surface, capacity): Heinz Field (Grass, 64,450)
Potential owner: Henry Hillman (reported net worth $2.5 billion)
Notes: I don’t know a ton about the Riverhounds, but this move in particular feels like depriving a pretty blue-collar club from its roots. Highmark Stadium is a no-go from a seating perspective, but the Steelers’ home stadium at Heinz Field would more than meet the requirements and have a grass surface that was large enough to be sanctioned for a FIFA friendly between the U.S. WNT and Costa Rica in 2015. As for an owner, Tuffy Shallenberger (first ballot owner name HOF) doesn’t seem to fit the USSF bill, but legendary Pittsburgh industrialist Henry Hillman might. I’m sure you’re asking, why not the Rooney Family, if they’ll play at Heinz Field? I’ll tell you: I honestly can’t seem to pin down a value for the family. The Steelers are valued at a little over a billion and rumors persist that Dan Rooney is worth $500 million, but I’m not sure. I guess the Rooneys would work too, but it’s a definite departure from an owner in Shallenberger who was described by one journalist as a guy who “wears boots, jeans, a sweater and a trucker hat.”
Candidate: Saint Louis FC
Location (Metro population): St. Louis, Mo. (2,807,338)
Time zone: Central
Stadium (playing surface, capacity): Busch Stadium (Grass, 45,494)
Potential owner: William DeWitt Jr. (reported net worth $4 billion)
Notes: Saint Louis has some weirdness in making the jump to D1. Current CEO Jim Kavanaugh is an owner of the MLS side that will begin play in 2022. The club’s current ground at West Community Stadium isn’t big enough, but perhaps a timely sale to Cardinals owner William DeWitt Jr. could see the club playing games at Busch Stadium, which has a well established history of hosting other sports like hockey, college football and soccer (most recently a U.S. WNT friendly against New Zealand in 2019). The competition with another MLS franchise wouldn’t be ideal, like Charlotte, but with a big enough population and cross marketing from the Cardinals, maybe there’s a winner here. Wacko idea: If Busch doesn’t pan out, send them to The Dome. Sure, it’s a 60k turf closed-in stadium, but we can go for that retro NASL feel and pay homage to our nation’s soccer history.
Candidate: Tampa Bay Rowdies
Location (Metro population): Tampa, Fla. (3,068,511)
Time zone: Eastern
Stadium (playing surface, capacity): Raymond James Stadium (Grass, 65,518)
Potential owner: Edward DeBartolo Jr. (reported net worth $3 billion)
Notes: This one makes me sad. Despite having never been there, I see Al Lang Stadium as an iconic part of the Rowdies experience. Current owner Bill Edwards proposed an expansion to 18,000 seats in 2016, but the move seems to have stalled out. Frustrated with the city’s lack of action, Edwards sells to one-time San Francisco 49ers owner Edward DeBartolo Jr., who uses his old NFL connections to secure a cushy lease at the home of the Buccaneers in Ray Jay, the site of a 3-1 thrashing of Antigua and Barbuda during the United States’ 2014 World Cup Qualifying campaign.
Breather. Hey, we finished the Eastern Conference teams. Why are you still reading this? Why am I still writing it? Time is a meaningless construct in 2020 my friends, we are adrift in the void, fueled only by brief flashes of what once was and what may yet still be.
Candidate: Austin Bold FC
Location (Metro population): Austin, Texas (2,168,316)
Time zone: Central
Stadium (playing surface, capacity): Darrel K Royal – Texas Memorial Stadium (FieldTurf, 95,594)
Potential owner: Michael Dell (reported net worth of $32.3 billion)
Notes: Anthony Precourt’s Austin FC has some unexpected competition and it comes in the form of tech magnate Michael Dell. Dell, were he to buy the club, would be one of the richest owners on our list and could flash his cash in the new first division. Would he have enough to convince Darrel K Royal – Texas Memorial Stadium (I’m not kidding, that’s its actual name) to go back to a grass surface, like it did from ’96-’08? That’s between Dell and nearly 100,000 UT football fans, but everything can be had for the right price.
Candidate: Colorado Springs Switchbacks FC
Location (Metro population): Colorado Springs, Colo. (738,939)
Time zone: Mountain
Stadium (playing surface, capacity): Falcon Stadium (FieldTurf, 46,692)
Potential owner: Charles Ergen (reported net worth $10.8 billion)
Notes: Welcome to Colorado Springs. We have hurdles. For the first time in 12 candidates, we’re back below the desired 1 million metro population mark. Colorado Springs actually plans to build a $35 million, 8,000 seat venue downtown that will be perfect for soccer, but in our timeline that’s 7,000 seats short. Enter Falcon Stadium, home of the Air Force Academy Falcons football team. Seems perfect except for the turf, right? Well, the tricky thing is that Falcon Stadium is technically on an active military base and is (I believe) government property. Challenges to getting in and out of the ground aside, the military tends to have a pretty grim view of government property being used by for-profit enterprises. Maybe Charles Ergen, founder and chairman of Dish Network, would be able to grease the right wheels, but you can go ahead and throw this into the “doubtful” category. It’s a shame, too. 6,035 feet of elevation is one hell of a home-field advantage.
Candidate: El Paso Locomotive FC
Location: El Paso, Texas
Time zone: Mountain
Stadium (playing surface, capacity): Sun Bowl (FieldTurf, 51,500)
Potential owner: Paul Foster (reported net worth $1.7 billion)
Notes: God bless Texas. When compiling this list, I found so many of the theoretical stadium replacements were nearly serviceable by high school football fields. That’s insane, right? Anyway, Locomotive don’t have to settle for one of those, they’ve got the Sun Bowl, which had its capacity reduced in 2001 to a paltry 51,500 (from 52,000) specifically to accommodate soccer. Sure, it’s a turf surface, but what does new owner Paul Foster (who is only the 1,477th wealthiest man in the world, per Forbes) care, he’s got a team in a top league. Side note: Did you know that the Sun Bowl college football game is officially, through sponsorship, the Tony the Tiger Sun Bowl? Why is it not the Frosted Flakes Sun Bowl? Why is the cereal mascot the promotional name of the football game? What are you doing, Kellogg’s?
Candidate: Las Vegas Lights FC
Location: Las Vegas, Nev. (2,227,053)
Time zone: Pacific
Stadium (playing surface, capacity): Allegiant Stadium (Grass, 61,000)
Potential owner: Sheldon Adelson (reported net worth $37.7 billion)
Notes: Sin City. You had to know that the club that once signed Freddy Adu because “why not” was going to go all out in our flashy hypothetical proposal. Thanks to my narrative control of this whole thing, they have. Adelson is the second-richest owner in the league and has decided to do everything first class. That includes using the new Raiders stadium in nearby unincorporated Paradise, Nevada, and spending boatloads on high profile transfers. Zlatan is coming back to the U.S., confirmed.
Candidate: New Mexico United
Location: Albuquerque, N.M.
Time zone: Mountain
Stadium (playing surface, capacity): Isotopes Park – officially Rio Grande Credit Union Field at Isotopes Park (Grass, 13,500 – 15,000 with expansion)
Potential owner: Maloof Family (reported net worth $1 billion)
Notes: New Mexico from its inception went deep on the community vibe, and I’ve tried to replicate that in this bid. The home field of Rio Grande Cr---I’m not typing out the whole thing—Isotopes Park falls just within the expansion rules we set to make it to 15,000 (weird, right?) and they’ve found a great local ownership group in the Lebanese-American Maloof (formerly Maalouf) family from Las Vegas. The only thing to worry about would be the metro population, but overall, this could be one of the gems of USL Prem.
Candidate: Oklahoma City Energy FC
Location: Oklahoma City, Okla. (1,396,445)
Time zone: Central
Stadium (playing surface, capacity): Chickasaw Bricktown Ballpark (Grass, 13,066)
Potential owner: Harold Hamm (reported net worth $14.2 billion)
Notes: There’s a bright golden haze on the meadow and it says it’s time to change stadiums and owners to make it to D1. A sale to oil magnate Harold Hamm would give the club the finances it needs, but Chickasaw Bricktown Ballpark (home of the OKC Dodgers) actually falls outside of the boundary of what would meet capacity if 1,500 seats were added. Could the club pull off a move to Gaylord Family Oklahoma Memorial Stadium in Norman, Oklahoma – home of the Oklahoma Sooners? Maybe, but at 20 miles, this would be a reach.
Candidate: Orange County SC
Location: Irvine, Calif. (3,176, 000 in Orange County)
Time zone: Pacific
Stadium (playing surface, capacity): Angels Stadium of Anaheim (Grass, 43,250)
Potential owner: Arte Moreno (reported net worth $3.3 billion)
Notes: You’ll never convince me that Rangers didn’t choose to partner with Orange County based primarily on its name. Either way, a sale to MLB Angels owner Arte Moreno produces a fruitful partnership, with the owner choosing to play his newest club out of the existing Angels stadium in OC. Another baseball conversion, sure, but with a metro population of over 3 million and the closest thing this hypothetical league has to an LA market, who’s complaining?
Candidate: Phoenix Rising FC
Location: Phoenix, Ariz. (4,857,962)
Time zone: Arizona
Stadium (playing surface, capacity): State Farm Stadium (Grass, 63,400)
Potential owner: Ernest Garcia II (reported net worth $5.7 billion)
Notes: We’re keeping it local with new owner and used car guru Ernest Garcia II. His dad owned a liquor store and he dropped out of college, which is making me feel amazing about my life choices right now. Casino Arizona Field is great, but State Farm Stadium is a grass surface that hosted the 2019 Gold Cup semifinal, so it’s a clear winner. Throw in Phoenix’s massive metro population and this one looks like a lock.
Candidate: Reno 1868 FC
Location: Reno, Nev. (425,417)
Time zone: Pacific
Stadium (playing surface, capacity): Mackay Stadium (FieldTurf, 30,000)
Potential owner: Nancy Walton Laurie (reported net worth $7.1 billion)
Notes: The Biggest Little City on Earth has some serious barriers to overcome, thanks to its low metro population. A sale to Walmart heiress Nancy Walton Laurie and 1.6 mile-move to Mackay Stadium to split space with the University of Nevada, Reno makes this bid competitive, but the turf surface is another knock against it.
Candidate: Rio Grande Valley FC
Location: Edinburg, Texas (900,304)
Time zone: Central
Stadium (playing surface, capacity): McAllen Memorial Stadium (FieldTurf, 13,500 – 15,000 with expansion)
Potential owner: Alice Louise Walton (reported net worth $45 billion)
Notes: Yes, I have a second straight Walmart heiress on the list. She was the first thing that popped up when I googled “McAllen Texas richest people.” The family rivalry has spurred Walton to buy a club as well, moving them 10 miles to McAllen Memorial Stadium which, as I alluded to earlier, is a straight up high school football stadium with a full color scoreboard. Toss in an additional 1,500 seats and you’ve met the minimum, despite the turf playing surface.
Candidate: San Antonio FC
Location: San Antonio, Texas (2,550,960)
Time zone: Central
Stadium (playing surface, capacity): Alamodome (FieldTurf, 64,000)
Potential owner: Red McCombs (reported net worth $1.6 billion)
Notes: I wanted to keep SAFC in the Spurs family, since the franchise is valued at $1.8 billion. That said, I didn’t let the Rooneys own the Riverhounds based on the Steelers’ value and it felt wrong to change the rules, so bring on Clear Channel co-founder Red McCombs. Toyota Field isn’t viable in the first division, but for the Alamodome, which was built in 1993 in hopes of attracting an NFL franchise (and never did), San Antonio can finally claim having *a* national football league team in its town (contingent on your definition of football). Now if only we could do something about that turf…
Candidate: San Diego Loyal SC
Location: San Diego, Calif. (3,317,749)
Time zone: Pacific
Stadium (playing surface, capacity): SDCCU Stadium (formerly Qualcomm) (Grass, 70,561)
Potential owner: Phil Mickelson (reported net worth $91 million)
Notes: Yes, golf’s Phil Mickelson. The existing ownership group didn’t seem to have the wherewithal to meet requirements, and Phil seemed to slot right in. As an athlete himself, he might be interesting in the new challenges of a top flight soccer team. Toss in a move to the former home of the chargers and you might have a basis for tremendous community support.
Candidate: FC Tulsa
Location: Tulsa, Okla. (991,561)
Time zone: Central
Stadium (playing surface, capacity): Skelly Field at H.A. Chapman Stadium (FieldTurf, 30,000)
Potential owner: George Kaiser ($10 billion)
Notes: I’m a fan of FC Tulsa’s rebrand, but if they want to make the first division, more changes are necessary. A sale to Tulsa native and one of the 100 richest men in the world George Kaiser means that funding is guaranteed. A move to Chapman Stadium would provide the necessary seats, despite the turf field. While the undersize population might be an issue at first glance, it’s hard to imagine U.S. Soccer not granting a waiver over a less than a 10k miss from the mark.
And that’s it! You made it. Those are all of the independent/hybrid affiliates in the USL Championship, which means that it’s time for our…
VERDICT: As an expert who has studied this issue for almost an entire day now, I am prepared to pronounce which USL Championships could be most ‘ready” for a jump to the USL Prem. A reminder that of the 27 clubs surveyed, 0 of them met our ideal criteria (proper ownership $, metro population, 15,000+ stadium with grass field).
Two of them, however, met almost all of those criteria: Indy Eleven and Miami FC. Those two clubs may use up two of our three available turf fields right from the outset, but the other factors they hit (particularly Silva’s ownership of Miami) makes them difficult, if not impossible to ignore for the top flight.
But who fill in the rest of the slots? Meet the entire 14-team USL Premier League:
Hartford Athletic
Indy Eleven
Louisville City FC
Miami FC
North Carolina FC
Pittsburgh Riverhounds SC
Tampa Bay Rowdies
Saint Louis FC
San Antonio FC
New Mexico United
Phoenix Rising FC
Las Vegas Lights FC
Orange County SC
San Diego Loyal SC
Now, I shall provide my expert rationale for each club’s inclusion/exclusion, which can be roughly broken down into four categories.
Firm “yes”
Hartford Athletic: It’s a good market size with a solid stadium. With a decent investor and good community support, you’ve got potential here.
Indy Eleven: The turf at Lucas Oil Stadium is no reason to turn down a 62,421 venue and a metro population of over 2 million.
Louisville City FC: Why doesn’t the 2017 & 2018 USL Cup champion deserve a crack at the top flight? They have the market size, and with a bit of expansion have the stadium at their own SSS. LCFC, you’re in.
Miami FC, “The”: Our other blue-chip recruit on the basis of ownership value, market size and stadium capacity. Yes, that field is turf, but how could you snub Silva’s chance to claim victory as the first division 1 club soccer team to play in Miami?
Pittsburgh Riverhounds SC: Pittsburgh sacrificed a lot to be here (according to my arbitrary calculations). Their market size and the potential boon of soccer at Heinz Field is an important inclusion to the league.
Saint Louis FC: Willie hears your “Busch League” jokes, Willie don’t care. A huge market size, combined with the absence of an NFL franchise creates opportunity. Competition with the MLS side, sure, but St. Louis has serious soccer history and we’re willing to bet it can support two clubs.
Tampa Bay Rowdies: With a huge population and a massive stadium waiting nearby, Tampa Bay seems like too good of an opportunity to pass up for the USL Prem.
Las Vegas Lights FC: Ostentatious, massive and well-financed, Las Vegas Lights FC is everything that the USL Premier League would need to assert that it didn’t intend to play second fiddle to MLS. Players will need to be kept on a short leash, but this is a hard market to pass up on.
Phoenix Rising FC: Huge population, big grass field available nearby and a solid history of success in recent years. No brainer.
San Diego Loyal SC: New club? Yes, massive population in a market that recently lost an absolutely huge sports presence? Also yes. This could be the USL Prem’s Seattle.
Cautious “yes”
New Mexico United: You have to take a chance on New Mexico United. The club set the league on fire with its social media presence and its weight in the community when it entered the league last season. The market may be slightly under USSF’s desired 1 million, but fervent support (and the ability to continue to use Isotopes Park) shouldn’t be discounted.
North Carolina FC: Carter-Finley’s mixed grass/turf surface is a barrier, to be sure, but the 57,000+ seats it offers (and being enough to offset other fully-turf offerings) is enough to put it in the black.
Orange County SC: It’s a top-tier club playing in a MLB stadium. I know it seems unlikely that USSF would approve something like that, but believe me when I say “it could happen.” Orange County is a massive market and California likely needs two clubs in the top flight.
San Antonio FC: Our third and only voluntary inclusion to the turf fields in the first division, we’re counting on San Antonio’s size and massive potential stadium to see it through.
Cautious “no”
Birmingham Legion FC: The town has solid soccer history and a huge potential venue, but the turf playing surface puts it on the outside looking in.
Memphis 901 FC: Like Birmingham, not much to dislike here outside of the turf playing surface at the larger playing venue.
Austin Bold FC: See the other two above.
FC Tulsa: Everything’s just a little bit off with this one. Market’s slightly too small, stadium has turf. Just not enough to put it over the top.
Firm “no”
Charleston Battery: Small metro and a small potential new stadium? It’s tough to say yes to the risk.
Charlotte Independence: A small new stadium and the possibility of having to compete with an organization that just paid over $300 million to join MLS means it’s best for this club to remain in the USL Championship.
Colorado Springs Switchbacks FC: When a club’s best chance to meet a capacity requirement is to host games at a venue controlled by the military, that doesn’t speak well to a club’s chances.
El Paso Locomotive FC: An undersized market and a turf field that meets capacity requirements is the death knell for this one.
Oklahoma City Energy FC: Having to expand a baseball field to meet requirements is a bad start. Having to potentially play 20 miles away from your main market is even worse.
Reno 1868 FC: Population nearly a half-million short of the federation’s requirements AND a turf field at the hypothetical new stadium makes impossible to say yes to this bid.
Rio Grande Valley FC: All the seat expansions in the world can’t hide the fact that McAllen Memorial Stadium is a high school stadium through and through.
Here’s who’s left in the 11-team Championship:
Birmingham Legion FC
Charleston Battery
Charlotte Independence
Memphis 901 FC
Austin Bold FC
Colorado Springs Switchbacks FC
El Paso Locomotive FC
Oklahoma City Energy FC
Reno 1868 FC
Rio Grande Valley FC
FC Tulsa
With MLS folding the six affiliates it has in USL League One, the league is a little bit thin (especially considering USSF’s requirements for 8 teams for lower level leagues), but seems definitely able to expand up to the necessary numbers with Edwards’ allusions to five new additions this year:
Chattanooga Red Wolves SC
Forward Madison FC
Greenville Triumph SC
Union Omaha
Richmond Kickers
South Georgia Tormenta
FC Tucson
Format of Assorted Leagues – This (like everything in this post) is pure conjecture on my part, but here are my thoughts on how these leagues might function in a first year while waiting for additional expansion.
USL Premier – We’ll steal from the 12-team Scottish Premiership. Each club plays the other 11 clubs 3 times, with either one or two home matches against each side. When each club has played 33 matches, the top six and bottom six separate, with every club playing an additional five matches (against each other team in its group). The top club wins the league. The bottom club is automatically relegated. The second-bottom club will enter a two-legged playoff against someone (see below) from the championship playoffs.
USL Championship -- 11 clubs is a challenge to schedule for. How about every club plays everyone else three times (either one or two home matches against each side)? Top four clubs make the playoffs, which are decided by two-legged playoffs. The winner automatically goes up. I need feedback on the second part – is it better to have the runner-up from the playoffs face the second-bottom club from the Premiership, or should the winner of the third-place match-up get the chance to face them to keep drama going in both playoff series? As for relegation, we can clearly only send down the last place club while the third division is so small.
USL League One – While the league is so small, it doesn’t seem reasonable to have the clubs play as many matches as the higher divisions. Each club could play the other six clubs four times – twice at home and twice away – for a very equitable 24-match regular season, which would help restrict costs and still provide a chance to determine a clear winner. Whoever finishes top of the table goes up.
And there you have it, a hypothetical look at how the USL could build a D1 league right now. All it would take is a new stadium for almost the entire league and new owners for all but one of the 27 clubs, who wouldn’t feel that their property would be massively devalued if they got relegated.
Well that’s our show. I’m curious to see what you think of all of this, especially anything that you think I may have overlooked (I’m sure there’s plenty). Anyway, I hope you’re all staying safe and well.