XO is a Canadian record label and creative imprint founded by The Weeknd and his collaborators, operating as a Universal Music Group subsidiary distributed through Republic Records.
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Overview
XO, also known as XO Records, is a Canadian record label and artist-centered creative imprint associated most closely with the singer and songwriter The Weeknd. It was established in 2011 by The Weeknd, his managers Wassim Slaiby and Amir "Cash" Esmailian, and his creative director La Mar Taylor. The label initially functioned as an informal outlet for The Weeknd's early recordings, particularly the three mixtapes House of Balloons, Thursday, and Echoes of Silence. Those releases developed his audience and helped establish the atmospheric, nocturnal R&B style that became central to his career and to XO's identity. XO became more formally integrated into the major-label system after The Weeknd signed with Republic Records in 2012. The label subsequently operated as a subsidiary of Universal Music Group, with Republic Records handling distribution. Wassim Slaiby serves as XO's chief executive, while the imprint has remained closely tied to The Weeknd's artistic direction, public image, collaborations, and broader business activities. Rather than presenting itself as a broad, genre-neutral catalogue label, XO has generally emphasized a coherent aesthetic built around alternative R&B, hip-hop, melodic rap, pop, and dark electronic textures. The label expanded its roster during the second half of the 2010s. Belly and Derek Wise joined in 2015, followed by Nav in 2016. The hip-hop duo 88Glam signed in 2017 after releasing music independently, although the duo later departed in 2020. Black Atlass joined in 2018 and left the label in 2022. Chxrry joined in 2022, becoming the first female artist identified in the label's roster. The label's current acts identified in the reference material are The Weeknd, Belly, Nav, and Chxrry. XO's commercial importance is reflected in the performance of projects connected to the imprint. Seven projects associated with XO have debuted at number one on the Billboard 200: Beauty Behind the Madness, Starboy, My Dear Melancholy, Bad Habits, After Hours, Good Intentions, and Hurry Up Tomorrow. These releases span major-label albums, collaborative projects, and shorter-form releases, demonstrating the imprint's role as both a platform for The Weeknd's global career and a home for affiliated artists. The label has also operated as a media and cultural platform. In 2018, The Weeknd announced Memento Mori, a radio program produced through the XO orbit and broadcast on Apple Music 1. The program presented music that influenced him and periodically featured XO members and other guests. Through recordings, artist development, radio programming, visual presentation, and merchandise-oriented cultural branding, XO has maintained an identity that extends beyond the conventional function of a record-distribution label.
History
XO was formed in 2011 by The Weeknd, Wassim Slaiby, Amir "Cash" Esmailian, and La Mar Taylor. Its first function was informal and closely connected to The Weeknd's emergence as a recording artist. The imprint provided an identity for the release and promotion of House of Balloons, Thursday, and Echoes of Silence, the three mixtapes that initially built his reputation. Their online circulation, critical attention, and distinctive sound gave XO a recognizable cultural identity before it became a conventional subsidiary of a major music company. The Weeknd's agreement with Republic Records in 2012 marked the label's transition into a more formal business structure. XO became associated with Universal Music Group and used Republic Records for distribution. Wassim Slaiby is identified as the label's chief executive. Although the imprint gained major-label infrastructure, its identity continued to be driven by The Weeknd's artistic world and by a relatively focused roster rather than by a large, anonymous catalogue. XO began adding affiliated artists in the middle of the decade. Belly and Derek Wise joined in 2015, and Nav joined in 2016. In 2017, the label signed 88Glam after the duo's independent mixtape activity. Black Atlass joined in 2018. These additions connected XO with contemporary hip-hop, rap, alternative R&B, and electronic-influenced music while preserving a shared emphasis on mood, melodic delivery, and modern production. 88Glam departed in 2020, and Black Atlass departed in 2022. Chxrry joined in 2022 as the first female artist identified in the label's roster. The imprint's commercial profile grew through a series of high-performing projects. Releases associated with XO achieved seven number-one debuts on the Billboard 200, including Beauty Behind the Madness, Starboy, My Dear Melancholy, Bad Habits, After Hours, Good Intentions, and Hurry Up Tomorrow. This record illustrates the label's dual role: it is the organizational home for The Weeknd's most important releases and a platform through which associated artists can reach a global audience. XO also developed media activity beyond recorded releases. On June 6, 2018, The Weeknd announced Memento Mori, a radio show produced within the label's creative sphere for Apple Music 1. The first episode aired on June 8, 2018. Episodes typically presented several hours of music selected by The Weeknd and sometimes included XO artists or other musicians as guests. The program reinforced XO's position as a taste-making and cultural brand rather than only a contractual label. The label's name has been described in reference material as an allusion to ecstasy and oxycodone, reflecting themes associated with The Weeknd's early artistic period. XO's public identity has consequently remained closely linked to the singer's music, visual language, collaborators, and commercial ecosystem. Its present profile is that of an active artist-led imprint with Universal Music Group affiliation, Republic distribution, a core roster including The Weeknd, Belly, Nav, and Chxrry, and an international audience.
- 2022
Chxrry joins the roster
[1]Chxrry becomes the first female artist identified as signed to XO.
- 2018
Memento Mori begins
[1]XO launches The Weeknd's music-curation radio program on Apple Music 1.
- 2017
88Glam signs with XO
[1]The hip-hop duo joins after releasing a mixtape independently.
- 2016
Nav joins XO
[1]Nav becomes part of XO's artist roster.
- 2015
Belly and Derek Wise join
[1]The label expands beyond The Weeknd by signing Belly and Derek Wise.
- 2012
XO becomes associated with Republic Records
[1]The Weeknd's Republic Records agreement gives XO a formal major-label distribution structure through Universal Music Group.
- 2011
XO is established
[1]The Weeknd, Wassim Slaiby, Amir Esmailian, and La Mar Taylor form XO to support The Weeknd's early mixtape releases.
Products and positioning
An artist-led, globally distributed music imprint centered on The Weeknd's dark R&B and pop aesthetic while supporting affiliated hip-hop, rap, and alternative artists.
Mixtape · 2011
House of Balloons
The Weeknd's 2011 debut mixtape and one of the releases around which XO was initially organized. Its circulation and critical reception helped establish both The Weeknd's audience and the label's early alternative-R&B identity.
Mixtape · 2011
Thursday
The second installment in The Weeknd's early mixtape series, released during XO's formative period and contributing to the narrative and sonic continuity of the imprint's initial catalogue.
Mixtape · 2011
Echoes of Silence
The third early mixtape associated with XO's creation. Together with House of Balloons and Thursday, it helped turn the imprint from an informal release identity into a recognizable artist-led brand.
Studio album
Beauty Behind the Madness
A major Weeknd album associated with XO and one of the projects cited as debuting at number one on the Billboard 200.
Studio album
Starboy
A globally prominent The Weeknd album connected to XO and cited among the label's Billboard 200 number-one debuts.
EP
My Dear Melancholy
A short-form The Weeknd release associated with XO and identified as a number-one Billboard 200 debut.
Studio album
After Hours
A major The Weeknd project connected to XO and cited among the imprint's Billboard 200 number-one debuts.
Radio program · 2018
Memento Mori
A music-curation radio show announced by The Weeknd in 2018 and broadcast on Apple Music 1. It features influential music selections and, at times, XO members and guest musicians.
Brand decisions
2018
Launch Memento MoriProduct launchBackground
XO sought to extend its cultural presence beyond conventional recorded-music releases.
Action taken
The Weeknd announced a label-linked radio show on Apple Music 1.
Aftermath
The program gave XO an additional channel for music curation, artist participation, and audience engagement.
2012
Formalize XO through Republic Records distributionStrategyBackground
After XO's informal mixtape-led beginnings, The Weeknd signed with Republic Records.
Action taken
XO became associated with Universal Music Group as a subsidiary label distributed through Republic Records.
Aftermath
The arrangement supplied major-label distribution for XO's subsequent releases while preserving the imprint's artist-led identity.
Recent events
Sources2 sources
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