In March of 2011, Drake posted a very short blog post to the official OVO website, writing “OVOXO Gang, Faded Too Long,” with a link to The Weeknd’s website and the song “Wicked Games.” (Shortly thereafter he fired off a tweet linking to the same.) This was at the tail end of the music blogging days, of course, and Drake’s blog post had a Said the Gramophone-esque effect, instantly making The Weeknd a must-hear artist and a critical fave. Never has a single endorsement made such a splash.