London's Wilton Music Hall hosted The Weeknd's debut London show earlier tonight (June 7). Rumored to have sold out within two minutes, the gig lasted just an hour, but equally interesting as the vocal acrobatics taking place onstage was the audience itself. Boasting attendees such as Katy Perry, Florence Welch (of Florence + the Machine), and rising British artists Yasmin and Jessie Ware, the crowd also provided some insight regarding the highly-speculated label to which The Weeknd will sign.
Although The Weeknd shot to fame over a year ago with the release of his first mixtape House of Balloons, he has still not chosen a label home. Highly publicized appearances at Coachella and two sold-out shows in New York have helped up the ante, with much talk and anticipation surrounding his decision.
Barry Weiss (Chairman & CEO of Island Def Jam and Universal Republic), David Joseph (Chairman & CEO of Universal Music UK) and Jason Iley (President of Mercury Music Group UK) were all spotted at the show, representing Universal Music Group. It is unknown whether Weiss was in the UK especially for the event.
Potentially signing to Universal would not come as a surprise, given The Weeknd's relationship with Young Money artist Drake. The Canadian singer/rapper played a large part in The Weeknd's success, starting the OVOXO crew with the young singer as well as featuring him on his album Take Care and touring plans. Drake himself faced similar hype in the early stages of his career, with his first showcase at SOBs drawing executives including Lyor Cohen, who was at the time thought to be leading the bidding war, but ultimately lost out to Lil Wayne.
The Weeknd will continue to tour Europe this summer, including appearances in Portugal, Amsterdam, and at London's Wireless Festival in July. He then returns to the US to perform at Lollapalooza and OVO Fest, before touring with Florence + the Machine preceding an Austin City Limits appearance in the Fall.