The dark origins and rapid ascent of the Canadian record label known as XO

Cultures · Published 10 October 2026 Swipe more like this →

In short: Founded in 2011 by the Weeknd and his inner circle, XO began as an unofficial imprint for early mixtapes. It has since evolved into a powerhouse subsidiary of Universal Music Group, boasting seven number-one Billboard 200 albums and a distinct cultural footprint that blends music, radio, and fashion-forward branding.

The label was established in 2011 by the Weeknd, managers Wassim Slaiby and Amir Esmailian, and creative director La Mar Taylor. Initially, it served as an unofficial vehicle to distribute the Weeknd’s foundational mixtapes: House of Balloons, Thursday, and Echoes of Silence. These releases were pivotal, earning the artist significant mainstream recognition and establishing the label's reputation through strategic performances and business ventures. By 2012, the entity formalized its structure, becoming a subsidiary of Universal Music Group and securing distribution through Republic Records, with Slaiby serving as CEO.

The name XO carries a provocative weight, referencing ecstasy and oxycontin. This nomenclature reflects the atmosphere of the Weeknd’s early career, during which he recorded music under the influence of substances, leading to experimental tracks that sometimes stretched to seven minutes in length. This raw, unfiltered approach helped define the label's aesthetic identity. Over time, the roster expanded to include artists such as Belly, Nav, and Chxrry, the latter of whom became the label's first female signee in 2022. The label has seen various artists come and go, including the hip-hop duo 88Glam and singer Black Atlass.

Beyond traditional album releases—which include seventeen studio albums and four EPs—XO has diversified its presence through media. In June 2018, the label launched Memento Mori, a radio show on Apple Music 1. Hosted by the Weeknd and various guests, the program serves as a curated space for the label to share musical influences and personal tastes in two-to-three-hour episodes. This commitment to curation, combined with the commercial success of seven Billboard 200 chart-toppers like Starboy and After Hours, underscores the label's transition from an underground project to a major cultural force in the modern music industry.

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