Everything we know about the Weeknd is here: the dark, mysterious production where contemporary R&B rubs elbows with post-punk and shoegaze (Tesfaye's OG producer, Illangelo, is everywhere on it); the lascivious lyrics that swing between menacing and laughable; and, most of all, Tesfaye's sinuous vocal melodies

That song restates Tesfaye's defining duality, reveling in the bacchanalian excess of his lifestyle while keeping a hold on its emptiness. When he wrote songs like "High for This" or "The Morning", Tesfaye was homeless and barely 20, crashing on couches around Toronto and working at American Apparel. On "Tell Your Friends", he's a touring pop star with a number one hit under his belt. He's cruising in the West End in his new Benz, hearing his songs stream out of the Queen Street haunts he used to frequent. He uses "Tell Your Friends" to look back, reminding us that he's still the same old guy in the face of all the fame, though some things have changed: back then, in 2011, Cali was his mission. Now, it's the whole world.