Since The Weeknd is performing at the Super Bowl Halftime show, I thought it’d be nice to post a little guide to his discography for anyone interested in looking to do a deep dive into his work. I would’ve posted this the day of the event, but I assume that some people would probably like to go through it over the weekend.
This shares a direct overview of his released material, talking about his career and the background of the music, the videos, the meanings and all. I’ve written this from a pop perspective, keeping in mind that his history might be fairly new for general pop fans.
I also go into the storyline of the red suit character, if your interested in catching up on that narrative before the Halftime show (which will continue the story), I’ve listed the chronological order below followed by an explanation of that narrative.
I wanna be clear that the interpretations/theories are not conclusive. Abel rarely shares the metaphors or meanings behind his music. This is based on widely based on fan discussion/mutual interpretation. Fans can feel free to expand on anything in the comments.
It is important to know about Abel's backstory to get a certain perspective of where he’s coming from, especially when discussing the songs that deal with substance abuse. These recent articles cover his early years really well and share an up-to-date point of view of his success.
Variety 2020
Billboard 2021 - Also a good source for getting to know his team.
So, an essential TL;DR is this: Abel Tesfaye came from a broken home, he was born to Ethiopian immigrant parents who split up when Tesfaye was less than seven. He then lived with his mother and grandmother, only rarely seeing his father but having a nice impression of him. His drug addiction started as soon as he was a high schooler, he turned to shoplifting to pay for this need of various substances. Soon he dropped out of high school, leaving his home the same weekend, which would later inspire his stage name, The Weeknd. The name is reference/homage to the weekend his life changed.
Quick side note, I didn’t think this post would nearly reach the character limit. So I’ve cut out excess detail and lists of producers (with the exception of After Hours since we’re in that era).
Table of contents

1. XO.
2. House of Balloons.
3. Thursday.
4. Echoes of Silence.
5. Trilogy.
6. Kiss Land.
7. King of the Fall.
8. Beauty Behind The Madness.
9. Starboy.
10. My Dear Melancholy.
11. After Hours.

XO.

XO is the record label that The Weeknd and co. created in order to publish the first mixtape (House of Balloons) and the ones that would follow afterwards. XO has a lot of meanings that have to do with what went into the music and what still goes into it. XO is what the fans call themselves, popularly with the phrase XO Till We OD (shortened to XOTWOD); another way of saying “we’re ride or die for The Weeknd and his team.”
While some argue that it could mean anything since there isn’t clear meaning to it, fans continue to associate the abbreviation with ecstasy (X) and oxycontin (O). That definition stems from XOTWOD, fans assume it’s true because of the team’s history of drug usage. While others take it as it’s classical definition “hugs and kisses” because of the consistent lyrical nature of The Weeknd’s songs.
Overtime the definition of XO is simply known as: the fans, the crew, and the label. The Weeknd is more than just one person, he comes with XO. For the sake of clarity in this writeup, I’m going to refer to his crew as XO and the fans as “the fans.”
XO still serves as a record label, the current roster is The Weeknd, Belly, Nav, and Black Atlass. It remains The Weeknd’s record label and was his first label before becoming a subsidiary of Republic Records.
Throughout his career, The Weeknd has worked with Illangelo, a Canadian producer who’s work the fans adore. Carlo “Illangelo” Montagnese was one of main the producers on The Weeknd’s Trilogy, he’s credited on each track. The fan base claims his work to be some of the most notable artistry in The Weeknd’s discography. Their work together continued with Beauty Behind The Madness, Illangelo worked on seven tracks for that album. He then returned for After Hours working on another seven tracks.
DaHeala, another Canadian producer, is another significant factor in The Weeknd’s music. Jason “DaHeala” Quenneville worked as lead producer on Kiss Land. He returned to work on six tracks for The Weeknd’s Beauty Behind The Madness, including the hit Earned It. DaHeala returned as a writer for six of the songs on Starboy. Then DaHeala worked on nine After Hours tracks, and worked as the only producewriter alongside The Weeknd for bonus tracks Missed You and Final Lullaby.

House of Balloons.

Didn't wanna make this NSFW, so here's the super clean edited cover

This is a happy house. We’re happy here. (House of Balloons/Glass Table Girls)

One of the most iconic title tracks of all time. House of Balloons is about a lifestyle of drugs, sex, and partying; all in effort to drown out self-doubt. It comes from a place of wanting to make it big while doing what you can to survive, all while pretending everything’s alright. The mixtape describes various sorts of women, how they’ve had impacted the life of someone who’s already down on his luck.
Fans often refer to House of Balloons as The Weeknd’s best work. The mixtape was the first introduction the world got of XO, and it was one hell of a way to make an impression. It’s personal for the fans and Abel because it’s the only piece of work known to be based on his life. At the end of the day he’s a songwriter, with many of his albums he creates scenarios and world that he likes to explore through the music. But House of Balloons is known to be based entirely on his life. It remains The Weeknd’s most critically acclaimed work.
House of Balloons was crafted through the influences of Hip-Hip/Indie-Rock with the main focus on R&B. Through the genius of Ilangelo, the record was—and is—mesmerizing capturing the essence of a lifestyle that The Weeknd described as “anti-everything.”
House of Balloons assisted The Weeknd in gaining the attention of Republic Records, which would then host The Weeknd’s own label XO. Though hesitant at first, XO decided to partner with Republic after the co-founding brothers Monte and Avery Lipman kept coming back to Toronto solely for The Weeknd.
House of Balloons received three videos, The Knowing, Wicked Games and Twenty Eight. The Knowing was the very first video The Weeknd made, so of course it’d be something other-worldly; it essentially reflects the song itself but in a sci-fi setting. Twenty Eight represents Abel’s life after fame but also his remorse of letting captivating women into his life.
Fun fact— House of Balloons is an actual place in Toronto, it was where him and his crew lived after he dropped out of high school. They’d host parties, call girls, do drugs, and to make it less depressing they’d fill it with balloons.

Thursday.

Valerie on the cover

Welcome to the other side. (Life of the Party)

Thursday consists of the same themes as HoB; sex and drugs. But there’s a twist, he’s in a semi-relationship with this girl Valerie. She’s the only one on his mind, even though they meet only one day of the week, any guesses on what day that could be? Through The Weeknd’s phenomenal voice and the insane production, we’re also presented with this story of a toxic relationship where Valerie used to have the upper hand but she no longer does when she falls for The Weeknd.
While Thursday isn’t entirely about the relationship of The Weeknd and Valerie, it consists of reflections to Abel’s life after the release of House of Balloons. The song Rolling Stone notably has a double meaning, in which Abel asks his fans if they’ll stick with him when he gets mainstream appeal and decides to change his sound.
The track Valerie wasn’t on the original release of Thursday, it added when Trilogy was released. Ending the mixtape with Heaven or Las Vegas meant that The Weeknd’s actions with and without Valerie were a result of his fatherless childhood, making him push anyone away. That meaning behind Thursday doesn’t change when Valerie is added to the track list, it just means that both want the toxic relationship back.
The Zone (feat. Drake) was the first feature The Weeknd had on any of his work, the video for it was released in November of 2012. Rolling Stone had also received a video in October of 2012. Both were directed by The Weeknd and reflect the two different aspects of Thursday. The Zone has Valerie living it up in the House of Balloons. And Rolling Stone has The Weeknd doing a photoshoot for Trilogy, reflective of the song itself.
Fun Fact— the female voice heard in Lonely Star is The Weeknd’s, he pitched his voice to make it sound like a woman’s.

Echoes of Silence.

Diana on the cover

Laisse tomber les filles. Un jour c'est toi qu'on laissera. [Leave the girls alone. One day it’ll be you they will leave.] (Montreal)

Out of a dark introductory into the early life of The Weeknd, Echoes of Silence is the darkest work of his Trilogy. Let’s be honest the story here isn’t entirely ethical at times but makes for one hell of a mixtape.
Similar to Thursday, Echoes of Silence follows a storyline. After accumulating success, The Weeknd gains the attention of various women. There was this one woman (D.D.) who he liked but she initially rejected him (Montreal). The woman came back to him for his fame status and evidently fell in love with him (Outside), but now that he’s got the upper hand he treats him like a groupie (XO/The Host) and lets... bad things happen to her; she’s gotta pass a test before she can get with him. This test is either drugs or his crew (Initiation). He ultimately tells this woman that he’s not exactly longterm-relationship material, perhaps because her love is temporary (Same Old Song), because he’s Next. With the end of Echoes of Silence (originally ending on the title track) the listener is left to wonder why The Weeknd left her if he’d simply want her to stay.
As a side note— Initiation should not be condoned. It remains true that The Weeknd is a songwriter and the progression of time has changed perspectives. But a song that makes such suggestions as Initiation should not be ethically/morally claimed or celebrated.
The mixtape follows The Weeknd’s lifestyle after he’s gained all this success, he’s still the same person but now he’s gotten everything he wanted. Some tracks such as The Fall continue to emphasize his journey into stardom and his acceptance of fame being temporary. With the added Till Dawn (Here Comes The Sun), The Weeknd acknowledges the changes in his life, realizing that the old lifestyle is no longer there for him or his past lovers.
Echoes of Silence is known as an underrated gem of The Weeknd’s discography, it’s well received by fans and critically acclaimed but often brushed under the rug in discussion of his work. A lot of fans and casual listeners play the mixtapes through Trilogy rather than their respective albums. This often leads to people not playing EoS either at all or only the first few tracks, this is predominantly due to the nature of the compilation being nearly three hours long.
Fun fact— D.D. is a cover of Michael Jackson’s iconic Dirty Diana. Fans have named the woman in Echoes of Silence Diana because of this track. Various theories argue that the mixtape itself is based on the Dirty Diana itself with exaggerations of the truth, or whether or not it’s a story The Weeknd crafted based on the song.

Trilogy.

Rolling Stone video doubled as a shoot

You don’t know what’s in store. (High For This.)

Trilogy is a compilation of The Weeknd’s mixtapes, House of Balloons, Thursday, and Echoes of Silence. These three mixtapes were released 3-4 months apart from one another for free digital download in 2011, they gained quite a lot of attention from various industry executives.
Prior to the release of Trilogy, The Weeknd featured on Drake’s Take Care with Crew Love. The song was Abel’s first exposure to a Rap crowd/Rap fans, more people began listening to his music after the release of Take Care. The Weeknd then featured on Wiz Khalifa’s Remember You, which served as the second single off Wiz Khalifa’s O.N.I.F.C. Following those two releases, The Weeknd released Wicked Games as the first single off Trilogy.
Trilogy was formed after The Weeknd came under Republic Records’ management. The compilation album reached a debut/peak position of 4 on the Billboard 200 while reaching number one on the US Top R&B/Hip-Hop Albums chart. It’s a well received album with the highlight said to be House of Balloons, which arguably went on to influence various sorts of R&B music of the 2010s.
Videos for Trilogy

Kiss Land.

Iconic

I went from starin' at the same four walls for 21 years. To seein' the whole world in just 12 months. (Kiss Land)

Kiss Land is based on The Weeknd’s tour life. Visiting unfamiliar places gave Abel horror movie vibes. A guy who used to own the city (Toronto) he lived in is now a small fish in the ocean of the entire world. The Weeknd’s first studio album was a great introduction into the sound he would soon get well acquainted with.
While continuing the R&B sound with the essence of Dark Wave, the album explores emptiness and regret throughout the lyrics—or what pop fans could categorize as dark pop—. The Japanese aesthetic used for various videos and the single covers/booklet reflects the themes of feeling overwhelmed by such a loud world that there’s no point in being if you don’t belong.
The album explores the real-world and the women in it as well as regrets regarding past actions, namely letting go of women who could’ve been the one in Adaptation. The Weeknd attempts to find that satisfaction in other women and past lovers, but accidentally falls for a sex worker in Belong To The World. With Wanderlust he accepts and expresses that love in the modern world isn’t entirely possible. While continuing to tour the world he enjoys these new experiences with XO (Live For feat. Drake), as well as the new women in his life (Kiss Land). And when he’s back home, he accepts the loss of the relationship he cherished.
Kiss Land debuted and peaked at number two on the Billboard 200. It was fairly acclaimed but gained a massive cult following. There were four videos for made for the album, the title track, Belong To the World, Live For (feat. Drake), and Pretty. Those four songs received interesting visuals that kept up with their respective themes while Belong To the World/Kiss Land got visuals that matched the aesthetic of the album. To this day fans ask Abel for a part two to the horror-movie-inspired album after he said it’s the only album he would have a sequel for.
Videos for Kiss Land
Fun Fact— The video for Kiss Land on YouTube is an extremely edited version of the actual video shot for the song. The directors cut further explores the erotic-horror themes if the album.

King of the Fall.

King of the Fall 2020 cover (even though I talk about three other songs here)

Driving by the streets we used to walk through like a triumph. (King of the Fall)

These next few song were released between the Kiss Land and Beauty Behind the Madness era. Some fans would classify them as part of the Beauty Behind the Madness era—I’d say the same tbh—but they stand apart on the basis of success and acclaim. It’s a transition between The Weeknd being an underrated R&B musician to being a mainstream artist with massive recognition and appreciation.
The first of these four songs is King of the Fall. A fan favourite and a standout in The Weeknd’s discography. This is one of The Weeknd’s few Rap tracks, it gained a lot of attention within the Rap sphere. It was the way in which XO would announce that they’ve made it, little did they know that this was just the start.
Prior to the release of Beauty Behind the Madness (BBTM), The Weeknd gained mainstream attention. The Weeknd’s exposure to mainstream music was uphill, it wasn’t overnight. The first taste of BBTM came from Often, a song that reflected the themes of sex that Abel was known for. The track was released more than a year before BBTM’s release and had made it onto the trackless unlike King of the Fall. Slowly but surely The Weeknd gained exposure, his main sources of exposure were through a collaboration and a soundtrack.
Most pop fans heard about The Weeknd through his hit collaboration with Ariana Grande, Love Me Harder. The collab was made through Republic when The Weeknd said he wanted more than what he had gotten through Kiss Land. Ariana and Abel had formed a real bond cough The Hills cough, their bond assisted the song in becoming a memorable hit for both artists. Love Me Harder was a top ten hit on the Billboard Hot 100.
Later that year, The Weeknd was featured on the Fifty Shades of Grey soundtrack with Earned It, as well as Where You Belong. Earned It became a massive hit peaking at 3 on the Billboard Hot 100 and receiving an Oscar nomination for The Weeknd; a massive milestone for XO. Earned It kept up with Abel’s signature lyrics but the production differed heavily from the sort of R&B he was known for.
Videos from that era

Beauty Behind the Madness.

I can hear this image

I'm that ***** with the hair singin' 'bout poppin' pills, fuckin' bitches, livin' life so trill. (Tell Your Friends)

Following the success of Love Me Harder and Earned It, the Beauty Behind the Madness era began with The Hills. This was The Weeknd’s first number one on the Billboard Hot 100. Along with the video, The Hills became an addictive classic. The production and lyrics mirror a mature version of the sound that was originally found on Trilogy. It was truly in keeping with The Weeknd’s character, the only difference was his haircut.
Next came Can’t Feel My Face, a Max Martin production that differed greatly from anything The Weeknd put out in the past. In past songs, Abel had expressed his fear of losing his following if he went mainstream simultaneously asking his fans if they’d stay. He repeats that sentiment in the Can’t Feel My Face video. The sound has changed, the lyrics stay the same but now he’s a pop-star. The song became a hit as it reached number one on the Billboard Hot 100. With this massive bop previous fans still stayed, The Weeknd becoming a pop singer didn’t at all alter his image or sound; he mastered it.
In The Night and Acquainted were released as singles on the same day, the were the only singles to come after the release of Beauty Behind The Madness. The former received a music video treatment that followed the theme of the song itself while also starring Abel’s girlfriend at the time, Bella Hadid. Acquainted was robbed of a video even though Abel had shown off the fact that a video was in development; the song kept in the tone of The Weeknd’s work prior to BBTM.
Beauty Behind the Madness captures a Hollywood-based reality that The Weeknd came to understand: the dark aspects of your life will continue to follow you wherever you are. Real Life, Losers (feat. Labrinth), Tell Your Friends, Dark Times (feat. Ed Sheeran), and Prisoner (feat. Lana Del Rey) all capture a nihilistic view of a dream achieved.
Most of the videos of Beauty Behind The Madness have a mysterious white man. He’s featured in The Hills, Can’t Feel My Face, and Tell Your Friends. That man represents the devil. Throughout his journey in those videos, (The Hills) Abel runs into the devil after his car crash, (Can’t Feel My Face) he’s at the club then lights him on fire. The significance behind the fire could be selling his soul to the devil, BBTM is about Hollywood and a popular Hollywood myth is that celebrities sell their souls to the devil in exchange for fame. So in the Can’t Feel My Face video, Abel changes his sound to Pop (from R&B) thus leaving his signature sound in order to become famous, everyone starts enjoying his music once he’s sold his soul.
Then we see The Weeknd burying himself in Tell Your Friends, perhaps leaving the old Abel behind after the deal with the devil. However, instead of thanking the devil, Abel takes his revenge and shoots him. But wait, there’s more! The album trailer for BBTM features the devil burning a billboard with The Weeknd’s face on it, revealing Beauty Behind The Madness. HOWEVER, the final cut for the video features the devil being arrested while The Weeknd watches. This is a more realistic form of karma that the devil gets.
Videos for BBTM

Starboy.

Filled with bops

If I could, I'd trade it all, trade it for a halo. And she said that she'll pray for me, I said, "It's too late for me.” (Ordinary Life)

After the massive success of Beauty Behind the Madness, there was a lot of hype around what The Weeknd would do next; evidently he decided to explore Pop. The fandom he had gained wasn’t entirely based in the Pop sphere, his fans consisted of general Rap fans, but Starboy attracted the Pop audience.
Initially, most of his older fans couldn’t get behind Starboy, it differed greatly from the previous sound. It was crazy to think that the guy who made Trilogy managed to make such a Pop-centric album. But this was Abel expressing his versatility.
Since this is where most pop fans found out about Abel’s work and became fans I won’t talk too much about the singles, rather more about the album itself. His work with Daft Punk cemented this album in an efficient mix between Pop and R&B, where Beauty Behind the Madness was more R&B with Pop, Starboy was considered Pop with R&B.
Beyond the genres, Starboy explores two evident themes. One being his life with fame and recognition. The next being his love life in Hollywood, this aspect of the album came from his relationship with Bella Hadid which ended after the release of the album.
The cross became the symbol for that era and appeared in the album’s photoshoot as well as the videos. There was never any conclusive word on the use of the cross but there are various theories about it, something to note is that Abel was raised Christian, it could perhaps be a reflection of his past.
The cross he uses to destroy his accolades (Starboy video) is assisting him rather than something that’s holding him back. Abel’s upbringing was rough but now he’s celebrating it rather than feeling bad for himself. The cross continues to come up in the Party Monster video, this time it’s in the party house he’s making his way through. Then it shows up in the video for Reminder, this time in the form of his merch, the people wearing it are perhaps representative of his fans. Then we see it in the False Alarm video, both Abel and the girl are wearing it; the notable thing being that Abel holds his cross up before dying. Then in the brilliant video for Secrets, after giving up on the girl he’s with he leaves the building to find a giant cross. And finally in the I Feel It Coming video, The Weeknd sports a shiny cross necklace, and Daft Punk find it years and years after Abel froze.
The videos tell us that the cross is an evident piece of his story. This could mean that his past will always be with him, no matter what sort of fame he’s experiencing he’ll always be who he once was.
Also, I’m gonna take this moment to once again the genius that is the Secrets (both the song and the video). Yes it’s my favourite song/video off of Starboy but it’s so underrated.
Videos for Starboy, Secrets video bottom right
Fun Fact— Most demos of the tracks on Starboy weren’t as pop as they became, they started off R&B but became pop after production.

My Dear Melancholy.

Note the comma

They said our love is just a game, I don't care what they say. But I'ma drink the pain away, I'll be back to my old ways. (Privilege)

Oof (but in a good way, this whole thing is a bop). For this one I’m gonna talk extensively about The Weeknd’s relationships, which personally feels really invasive but it’s but it’s essential when talking about these sad boy anthems. Beyond that I’d just like to state that though they are part of the narrative both Bella Hadid and Selena Gomez deserve respect/privacy.
So when it comes to Pop music fans I think it’s safe to say that we all know a lot about this one. My Dear Melancholy (MDM) came after the very public relationship of The Weeknd and Selena Gomez. However it’s not just about Selena, some songs reflect his relationship with Bella Hadid (whom he got back with a month after MDM’s release).
My Dear Melancholy consists with The Weeknd’s exploration/mastery of merging Pop and R&B together. The EP was praised by fans for its lyrics and production, many went on to theorize that it was his most personal project since House of Balloons. The EP was the shortest album to reach number one on the Billboard 200.
My Dear Melancholy and fan conspiracies; name a better duo. The first theory being that the EP is entirely about Selena Gomez which wasn’t too much of a mystery since the lyric “I almost cut a piece of myself for your life” exists. Not only did MDM come after Abel’s relationship with Selena Gomez but also after his relationship with Bella Hadid. As far as fans were aware those two relationships were the most important relationships Abel had ever been in.
In theory, the songs about Bella and Selena can be categorized. Call Out My Name, Try Me, and Privilege are likely about Selena. Wasted Times, and Hurt You are likely about Bella. Leaving I Was Never There to act as an introspective look into The Weeknd’s life, basically making him hop back on his vices for comfort.
Another popular theory was that My Dear Melancholy was the first of another trilogy. This rumour was widely believed due to the comma at the end of the title on the album cover. But the fans soon gained a real reason to believe this theory, since the CEO of XO (the record label), Sal had liked an Instagram post that featured the cover and alleged date. Since Trilogy is a fan favourite this conspiracy spread like wild fire, so much so that fake titles and covers were made. The name of this trilogy would be: (1)My Dear Melancholy, (2)We’re Alone Together, (3)Abel.
Only one song served as a single for the EP. Call Out My Name was released nearly two months prior to the actual release of the album, it debuted/peaked at number four on the Billboard Hot 100. The mysterious video captures The Weeknd in various atmospheric places that reflect the tone of the EP, a haunting yet unexplained reality that the listener is to reflect on.
From the cover, to the music, to the video, to lyrics, My Dear Melancholy is an introspective reflection of heartbreak.
Call out my name video

After Hours.

Talented, Brilliant, Incredible, etc.

My darkest hours. (After Hours)

After Hours comes after success but references two lows in The Weeknd’s life. The album welcomes darkness and leads the listener towards a dead-end. The Weeknd’s past two albums (Beauty Behind The Madness and Starboy) ended on hopeful notes, they left the listener with a sense of hope but all hope his lost with After Hours.
Fans compare After Hours to House of Balloons—a rare occurrence considering House of Balloons’ acclaim—arguing that both albums are on the same level. Debate continues on whether or not both albums are on the same caliber. The belief that After Hours stems from reality does a lot to help its side of the argument.
The era began with Mercedes-Benz commercial that featured Blinding Lights, that was our first taste of the everlasting bop. Heartless was premiered on an episode of Memento Mori hours before its release on the 27 of November (2019), Blinding Lights was released two days later. Both videos were as brain melting as promised and the served as the tip of the iceberg.
After Hours was released nine days after COVID-19 was declared a pandemic, there was a massive risk in releasing an album that would not have a lot of promotion after it’s release (other than magazine coverage). There was no telling whether or not people would pay attention to the album during the height of the fear surrounding the pandemic, but it was a massive success. After Hours debuted at number one on the Billboard 200, with singles Heartless and Blinding Lights topping the Billboard Hot 100.
The album is layered with haunting productions that remains predominantly R&B but dives deep into Pop with some of the tracks. Max Martin produced the massive hit Blinding Lights as well as In Your Eyes, Save Your Tears, Hardest to Love, and Scared to Live which samples Elton John’s Your Song. Other notable producers include Metro Boomin who worked on the hit Heartless as well as Escape from LA, Faith, and Until I Bleed Out. With Kevin Parker on the interlude Repeat After Me.
Beyond the production are the narrative driven lyrics. In theory the album references two significant events in Abel’s life, his second breakup with Bella Hadid and his arrest in Las Vegas. The latter was due to his misbehaviour; in January 2015 he punched a cop in Vegas, lmao. Which means that After Hours is a recollection of The Weeknd’s first few years in LA. He merges the concept of his breakup with the idea of being an upcoming star, feeling free in the city of lights all while diving deep into the meaninglessness of those lights.
While After Hours starts with loneliness and a second chance it leads up to Abel returning to his vices of lust. In Alone Again his loneliness caught up to him and he’s asking for a second chance. He acknowledges his mistakes and situation in Too Late/Hardest to Love, in Scared to Live his ex then returns to him for a second time. He remembers his past ways in Snowchild and the way in which it lead to better days, but where do you go after such highs? In Escape From LA he faces the superficial reality of Hollywood, glad that he got that he got back with his ex, while continuing to question if it’s worth it. But he fucks up the second chance when she pulls up to the studio.
Who is she? Much like the other mysteries surrounding The Weeknd’s music, we may never know. Is it all more of The Weeknd’s songwriting ability or is it driven by reality? Fans found a merge between the two to be more accurate, After Hours is about heartbreak and a return to the vices that held The Weeknd back.
Heartless is when The Weeknd is once again back to his ways, he may have been in a serious relationship but after throwing that away he spirals back to the way he once was. It’s sad but it’s one hell of a song. Speaking of brilliant songs, Faith is when Abel admits that he’s back on his vices, he states that he needs his ex back with him till the end; he’s back to self-loathing.
So when he says he’s blinded by the lights, there’s two meanings to it. The Faith outro tells us that he’s in a car with flashing lights, a cop car (as confirmed by Abel) to be exact. Then Blinding Lights tells us that while he’s watching the bright lights of Vegas pass him by he calls out for the girl that he regrets losing. That is the peak of the After Hours narrative. He’s behaving badly over the loss of the girl he loved and is now at the worst position trying to find her and gain her trust for a third time.
Following Blinding Lights is In Your Eyes, this is where The Weeknd vows not to judge her; he can see right through her but will never do anything to make her upset. Does this mean their back together? Not exactly. Save Your Tears details a sort of moving-on that The Weeknd isn’t ready for but tries to help her move on, blind to his own inability to move on. Does it work? Not really. Repeat After Me (Interlude) shows that he’s still trying to convince himself that he’s unfazed by the loss of a meaningful relationship.
Then you hear a true masterpiece. The title track is a spiral into true regret and an apology for his actions, he admits that his ex girlfriend is the only reason he lives. In a dark lonely city she’s the only one keeping him sane. But his pleas fail, Until I Bleed Out is when The Weeknd no longer wants her in his life so much so that he wants to erase his memory of anything related to her. The bonus tracks then echo the final sentiment.
It’s one sad ass album, ain’t it. But here’s where the Red Suit Character comes in.
Shoutout to the makeup department
The album isn’t the only narrative to follow with After Hours. The videos for the album follow their own sort of narrative. The story follows an unnamed guy that goes by “red suit character” according to The Weeknd.
There’s a lot of confusion and endless theories surrounding this character’s story, after The Weeknd confirmed that it’s about a decent into Hollywood culture it makes more sense… kind of. I’m gonna discuss the storyline without talking about the movies that have influenced it, this way the focus remains on the character.
The order of these videos is Heartless / Blinding Lights / Blinding Lights (Live on Kimmel)* / After Hours short film / In Your Eyes / Until I Bleed Out / Snowchild / Too Late / Live at AMAs* / Save Your Tears
*Though all live performances could count as part of the narrative, these one relate directly with the videos that follow.
He’s is first seen in Vegas with Metro Boomin (Heartless), intoxicated on various substances. He dives deeper into his high until he licks a frog, after that he faces the true effects of this high. He’s frightened by the result and runs far away from Vegas. (Blinding Lights) He’s then found in LA, where he’s dancing in the street, hypnotized by the singer, beat up by guards, and races past all those bright lights in his Benz. Ultimately realizing the shallowness of the Los Angeles fantasy.
(Blinding Lights Live on Kimmel) We then find him performing Blinding Lights live, while he attempts to find more reason in within the madness city; he couldn’t find it on the streets so he goes to the stage. (After Hours short film) Even then there’s no meaning to anything in the city, he mindlessly wanders into the depth of the subway where he’s dragged by the reality of it all and ends up possessed. (In Your Eyes) After being possessed he chases the woman whose boyfriend he just murdered, she runs into a club falls deeper into the After Hours fantasy, in a successful attempt to defend herself she beheads the red suit character and dances all over LA with his head, iconic behaviour.
(Until I Bleed Out) Then in an ethereal dreamscape, red suit character finds himself in a House of Balloons. He’s trying to escape, but the people there keep pulling him in; he’s getting higher while observing Glass Table Girls. He spirals into the antarctic, the other side of the world. From Heatless to this point in his story, his vices lead him back to the lowest point in Abel’s life. Is it Hell, Heaven or Las Vegas? (Snowchild) He relives his career up until the point where his story began. Considering he’s dead, his life basically flashed before his eyes.
(Too Late) LA girls find the red suit character’s head and live their best life. They wanna have sex with him so they find the best boy parts by calling up a stripper who could be the body. The stitch the head up with the body and do what they want. But now he’s brought back to life. (Live at AMAs) He’s had work done… He went in to get his nose fixed and the doctor said “you sure that’s all you want?” The red suit character’s face is healing while he tries to celebrate his life on top of a bridge.
(Save Your Tears) Surrounded by a masked cult he debut’s his new face. Do they like it? Are they impressed? Not instantly, their masks translate no expression so how’s he to know? Is any of this worth it? Nope red suit character continues to die inside. He finds a maskless girl in the crowd, she’s lively unlike the rest; but even then, nothing on the inside nothing on the outside. He wants death again, somehow a second chance with this city is still pointless. He tries to kill himself via the girl and himself but it’s all a facade; theatrics.
His story continues but that’s all we know so far.
The videos make a lot of film references. This post by explain these references very well, as well as past album references here (part one) and here (part two).
After Hours is inspired by a lot of movies, since Abel is in fact a cinephile. The main movies that inspired the aesthetic and storytelling are believed to be Fear and Loathing in Las Vegas (1998), Casino (1995), Joker (2019), Uncut Gems (2020), and After Hours (1985). The album tells two sad narratives but remains one of The Weeknd’s best works yet. He’s expanded his videography and enhanced the interest of people who casually enjoy his music and of course his fans.
But the era isn’t over, by the time this is posted his Super Bowl Halftime show is yet to happen. And it’ll continue the red suit character’s story.
Videos for After Hours (so far)
Fun Fact—The Heartless video features a reference to Thursday. When he’s trying to run from Vegas, a sign behind him flashes “Heartless / Heaven or Las Vegas.” This could be a reference to Abel running from his past, after all Heartless is about him returning to his vices.

END.

Thank you for reading this, again, I didn’t realize it would end up being this long. But I hope this this served as a nice refresher for any fans who wanted to revisit Abel’s work before the Super Bowl.
And I really hope that anyone interested in getting into his music finds this helpful. Once again, the theories/interpretations mentioned aren’t conclusive, they’re widely based on fan discussion/mutual interpretation.
Due to the character limit I couldn’t add too links to the albums, so here are some artist links.
Apple Music | Spotify | YouTube | The Weeknd’s Shop | Tidal | Genius

NEW INFO 5 Results from share redemption are posted. Less than .2% redeemed. Very bullish as investors are showing extreme confidence in the future of PLBY.
https://finance.yahoo.com/news/playboy-mountain-crest-acquisition-corp-120000721.html
NEW INFO 4 Definitive Agreement to purchase 100% of Lovers brand stores announced 2/1.
https://www.streetinsider.com/Corporate+News/Playboy+%28MCAC%29+Confirms+Deal+to+Acquire+Lovers/17892359.html
NEW INFO 3 I bought more on the dip today. 5081 total. Price rose AH to $12.38 (2.15%)
NEW INFO 2 Here is the full webinar.
https://icrinc.zoom.us/rec/play/9GWKdmOYumjWfZuufW3QXpe_FW_g--qeNbg6PnTjTMbnNTgLmCbWjeRFpQga1iPc-elpGap8dnDv8Zww.yD7DjUwuPmapeEdP?continueMode=true&tk=lEYc4F_FkKlgsmCIs6w0gtGHT2kbgVGbUju3cIRBSjk.DQIAAAAV8NK49xZWdldRM2xNSFNQcTBmcE00UzM3bXh3AAAAAAAAAAAAAAAAAAAAAAAAAAAA&uuid=WN_GKWqbHkeSyuWetJmLFkj4g&_x_zm_rtaid=kR45-uuqRE-L65AxLjpbQw.1611967079119.2c054e3d3f8d8e63339273d9175939ed&_x_zm_rhtaid=866
NEW INFO 1 Live merger webinar with PLBY and MCAC on Friday January 29, 2021 at 12:00 NOON EST link below
https://mcacquisition.com/investor-relations/press-release-details/2021/Playboy-Enterprises-Inc.-and-Mountain-Crest-Acquisition-Corp-Participate-in-SPACInsider-ICR-Webinar-on-January-29th-at-12pm-ET/default.aspx
Playboy going public: Porn, Gambling, and Cannabis
!!!WARNING READING AHEAD!!! TL;DR at the end. It will take some time to sort through all the links and read/watch everything, but you should.
In the next couple weeks, Mountain Crest Acquisition Corp is taking Playboy public. The existing ticker MCAC will become PLBY. Special purpose acquisition companies have taken private companies public in recent months with great success. I believe this will be no exception. Notably, Playboy is profitable and has skyrocketing revenue going into a transformational growth phase.
Porn - First and foremost, let's talk about porn. I know what you guys are thinking. “Porno mags are dead. Why would I want to invest in something like that? I can get porn for free online.” Guess what? You are absolutely right. And that’s exactly why Playboy doesn’t do that anymore. That’s right, they eliminated their print division. And yet they somehow STILL make money from porn that people (see: boomers) pay for on their website through PlayboyTV, Playboy Plus, and iPlayboy. Here’s the thing: Playboy has international, multi-generational name recognition from porn. They have content available in 180 countries. It will be the only publicly traded adult entertainment (porn) company. But that is not where this company is going. It will help support them along the way. You can see every Playboy magazine through iPlayboy if you’re interested. NSFW links below:
https://www.playboy.com/
https://www.playboytv.com/
https://www.playboyplus.com/
https://www.iplayboy.com/
Gambling - Some of you might recognize the Playboy brand from gambling trips to places like Las Vegas, Atlantic City, Cancun, London or Macau. They’ve been in the gambling biz for decades through their casinos, clubs, and licensed gaming products. They see the writing on the wall. COVID is accelerating the transition to digital, application based GAMBLING. That’s right. What we are doing on Robinhood with risky options is gambling, and the only reason regulators might give a shit anymore is because we are making too much money. There may be some restrictions put in place, but gambling from your phone on your couch is not going anywhere. More and more states are allowing things like Draftkings, poker, state ‘lottery” apps, hell - even political betting. Michigan and Virginia just ok’d gambling apps. They won’t be the last. This is all from your couch and any 18 year old with a cracked iphone can access it. Wouldn’t it be cool if Playboy was going to do something like that? They’re already working on it. As per CEO Ben Kohn who we will get to later, “...the company’s casino-style digital gaming products with Scientific Games and Microgaming continue to see significant global growth.” Honestly, I stopped researching Scientific Games' sports betting segment when I saw the word ‘omni-channel’. That told me all I needed to know about it’s success.
“Our SG Sports™ platform is an enhanced, omni-channel solution for online, self-service and retail fixed odds sports betting – from soccer to tennis, basketball, football, baseball, hockey, motor sports, racing and more.”
https://www.scientificgames.com/
https://www.microgaming.co.uk/
“This latter segment has become increasingly enticing for Playboy, and it said last week that it is considering new tie-ups that could include gaming operators like PointsBet and 888Holdings.”
https://calvinayre.com/2020/10/05/business/playboys-gaming-ops-could-get-a-boost-from-spac-purchase/
As per their SEC filing:
“Significant consumer engagement and spend with Playboy-branded gaming properties around the world, including with leading partners such as Microgaming, Scientific Games, and Caesar’s Entertainment, steers our investment in digital gaming, sports betting and other digital offerings to further support our commercial strategy to expand consumer spend with minimal marginal cost, and gain consumer data to inform go-to-market plans across categories.”
https://www.sec.gov/Archives/edgadata/1803914/000110465921005986/tm2034213-12_defm14a.htm#tMDAA1
They are expanding into more areas of gaming/gambling, working with international players in the digital gaming/gambling arena, and a Playboy sportsbook is on the horizon.
https://www.playboy.com/read/the-pleasure-of-playing-with-yourself-mobile-gaming-in-the-covid-era
Cannabis - If you’ve ever read through a Playboy magazine, you know they’ve had a positive relationship with cannabis for many years. As of September 2020, Playboy has made a major shift into the cannabis space. Too good to be true you say? Check their website. Playboy currently sells a range of CBD products. This is a good sign. Federal hemp products, which these most likely are, can be mailed across state lines and most importantly for a company like Playboy, can operate through a traditional banking institution. CBD products are usually the first step towards the cannabis space for large companies. Playboy didn’t make these products themselves meaning they are working with a processor in the cannabis industry. Another good sign for future expansion. What else do they have for sale? Pipes, grinders, ashtrays, rolling trays, joint holders. Hmm. Ok. So it looks like they want to sell some shit. They probably don’t have an active interest in cannabis right? Think again:
https://www.forbes.com/sites/javierhasse/2020/09/24/playboy-gets-serious-about-cannabis-law-reform-advocacy-with-new-partnership-grants/?sh=62f044a65cea
“Taking yet another step into the cannabis space, Playboy will be announcing later on Thursday (September, 2020) that it is launching a cannabis law reform and advocacy campaign in partnership with National Organization for the Reform of Marijuana Laws (NORML), Last Prisoner Project, Marijuana Policy Project, the Veterans Cannabis Project, and the Eaze Momentum Program.”
“According to information procured exclusively, the three-pronged campaign will focus on calling for federal legalization. The program also includes the creation of a mentorship plan, through which the Playboy Foundation will support entrepreneurs from groups that are underrepresented in the industry.” Remember that CEO Kohn from earlier? He wrote this recently:
https://medium.com/naked-open-letters-from-playboy/congress-must-pass-the-more-act-c867c35239ae
Seems like he really wants weed to be legal? Hmm wonder why? The writing's on the wall my friends. Playboy wants into the cannabis industry, they are making steps towards this end, and we have favorable conditions for legislative progress.
Don’t think branding your own cannabis line is profitable or worthwhile? Tell me why these 41 celebrity millionaires and billionaires are dummies. I’ll wait.
https://www.celebstoner.com/news/celebstoner-news/2019/07/12/top-celebrity-cannabis-brands/
Confirmation: I hear you. “This all seems pretty speculative. It would be wildly profitable if they pull this shift off. But how do we really know?” Watch this whole video:
https://finance.yahoo.com/video/playboy-ceo-telling-story-female-154907068.html
Man - this interview just gets my juices flowing. And highlights one of my favorite reasons for this play. They have so many different business avenues from which a catalyst could appear. I think paying attention, holding shares, and options on these staggered announcements over the next year is the way I am going to go about it. "There's definitely been a shift to direct-to-consumer," he (Kohn) said. "About 50 percent of our revenue today is direct-to-consumer, and that will continue to grow going forward.” “Kohn touted Playboy's portfolio of both digital and consumer products, with casino-style gaming, in particular, serving a crucial role under the company's new business model. Playboy also has its sights on the emerging cannabis market, from CBD products to marijuana products geared toward sexual health and pleasure.” "If THC does become legal in the United States, we have developed certain strains to enhance your sex life that we will launch," Kohn said. https://cheddar.com/media/playboy-goes-public-health-gaming-lifestyle-focus Oh? The CEO actually said it? Ok then. “We have developed certain strains…” They’re already working with growers on strains and genetics? Ok. There are several legal cannabis markets for those products right now, international and stateside. I expect Playboy licensed hemp and THC pre-rolls by EOY. Something like this: https://www.etsy.com/listing/842996758/10-playboy-pre-roll-tubes-limited?ga_order=most_relevant&ga_search_type=all&ga_view_type=gallery&ga_search_query=pre+roll+playboy&ref=sr_gallery-1-2&organic_search_click=1 Maintaining cannabis operations can be costly and a regulatory headache. Playboy’s licensing strategy allows them to pick successful, established partners and sidestep traditional barriers to entry. You know what I like about these new markets? They’re expanding. Worldwide. And they are going to be a bigger deal than they already are with or without Playboy. Who thinks weed and gambling are going away? Too many people like that stuff. These are easy markets. And Playboy is early enough to carve out their spot in each. Fuck it, read this too: https://www.forbes.com/sites/jimosman/2020/10/20/playboy-could-be-the-king-of-spacs-here-are-three-picks/?sh=2e13dcaa3e05
Numbers: You want numbers? I got numbers. As per the company’s most recent SEC filing:
“For the year ended December 31, 2019, and the nine months ended September 30, 2020, Playboy’s historical consolidated revenue was $78.1 million and $101.3 million, respectively, historical consolidated net income (loss) was $(23.6) million and $(4.8) million, respectively, and Adjusted EBITDA was $13.1 million and $21.8 million, respectively.”
“In the nine months ended September 30, 2020, Playboy’s Licensing segment contributed $44.2 million in revenue and $31.1 million in net income.”
“In the ninth months ended September 30, 2020, Playboy’s Direct-to-Consumer segment contributed $40.2 million in revenue and net income of $0.1 million.”
“In the nine months ended September 30, 2020, Playboy’s Digital Subscriptions and Content segment contributed $15.4 million in revenue and net income of $7.4 million.”
They are profitable across all three of their current business segments.
“Playboy’s return to the public markets presents a transformed, streamlined and high-growth business. The Company has over $400 million in cash flows contracted through 2029, sexual wellness products available for sale online and in over 10,000 major retail stores in the US, and a growing variety of clothing and branded lifestyle and digital gaming products.”
https://www.sec.gov/Archives/edgadata/1803914/000110465921005986/tm2034213-12_defm14a.htm#tSHCF
Growth: Playboy has massive growth in China and massive growth potential in India. “In China, where Playboy has spent more than 25 years building its business, our licensees have an enormous footprint of nearly 2,500 brick and mortar stores and 1,000 ecommerce stores selling high quality, Playboy-branded men’s casual wear, shoes/footwear, sleepwear, swimwear, formal suits, leather & non-leather goods, sweaters, active wear, and accessories. We have achieved significant growth in China licensing revenues over the past several years in partnership with strong licensees and high-quality manufacturers, and we are planning for increased growth through updates to our men’s fashion lines and expansion into adjacent categories in men’s skincare and grooming, sexual wellness, and women’s fashion, a category where recent launches have been well received.” The men’s market in China is about the same size as the entire population of the United States and European Union combined. Playboy is a leading brand in this market. They are expanding into the women’s market too. Did you know CBD toothpaste is huge in China? China loves CBD products and has hemp fields that dwarf those in the US. If Playboy expands their CBD line China it will be huge. Did you know the gambling money in Macau absolutely puts Las Vegas to shame? Technically, it's illegal on the mainland, but in reality, there is a lot of gambling going on in China. https://www.forbes.com/sites/javierhasse/2020/10/19/magic-johnson-and-uncle-buds-cbd-brand-enter-china-via-tmall-partnership/?sh=271776ca411e “In India, Playboy today has a presence through select apparel licensees and hospitality establishments. Consumer research suggests significant growth opportunities in the territory with Playboy’s brand and categories of focus.” “Playboy Enterprises has announced the expansion of its global consumer products business into India as part of a partnership with Jay Jay Iconic Brands, a leading fashion and lifestyle Company in India.” “The Indian market today is dominated by consumers under the age of 35, who represent more than 65 percent of the country’s total population and are driving India’s significant online shopping growth. The Playboy brand’s core values of playfulness and exploration resonate strongly with the expressed desires of today’s younger millennial consumers. For us, Playboy was the perfect fit.” “The Playboy international portfolio has been flourishing for more than 25 years in several South Asian markets such as China and Japan. In particular, it has strategically targeted the millennial and gen-Z audiences across categories such as apparel, footwear, home textiles, eyewear and watches.” https://www.licenseglobal.com/industry-news/playboy-expands-global-footprint-india It looks like they gave COVID the heisman in terms of net damage sustained: “Although Playboy has not suffered any material adverse consequences to date from the COVID-19 pandemic, the business has been impacted both negatively and positively. The remote working and stay-at-home orders resulted in the closure of the London Playboy Club and retail stores of Playboy’s licensees, decreasing licensing revenues in the second quarter, as well as causing supply chain disruption and less efficient product development thereby slowing the launch of new products. However, these negative impacts were offset by an increase in Yandy’s direct-to-consumer sales, which have benefited in part from overall increases in online retail sales so far during the pandemic.” Looks like the positives are long term (Yandy acquisition) and the negatives are temporary (stay-at-home orders).
https://www.sec.gov/Archives/edgadata/1803914/000110465921006093/tm213766-1_defa14a.htm
This speaks to their ability to maintain a financially solvent company throughout the transition phase to the aforementioned areas. They’d say some fancy shit like “expanded business model to encompass four key revenue streams: Sexual Wellness, Style & Apparel, Gaming & Lifestyle, and Beauty & Grooming.” I hear “we’re just biding our time with these trinkets until those dollar dollar bill y’all markets are fully up and running.” But the truth is these existing revenue streams are profitable, scalable, and rapidly expanding Playboy’s e-commerce segment around the world.
"Even in the face of COVID this year, we've been able to grow EBITDA over 100 percent and revenue over 68 percent, and I expect that to accelerate going into 2021," he said. “Playboy is accelerating its growth in company-owned and branded consumer products in attractive and expanding markets in which it has a proven history of brand affinity and consumer spend.”
Also in the SEC filing, the Time Frame:
“As we detailed in the definitive proxy statement, the SPAC stockholder meeting to vote on the transaction has been set for February 9th, and, subject to stockholder approval and satisfaction of the other closing conditions, we expect to complete the merger and begin trading on NASDAQ under ticker PLBY shortly thereafter,” concluded Kohn.
The Players: Suhail “The Whale” Rizvi (HMFIC), Ben “The Bridge” Kohn (CEO), “lil” Suying Liu & “Big” Dong Liu (Young-gun China gang). I encourage you to look these folks up. The real OG here is Suhail Rizvi. He’s from India originally and Chairman of the Board for the new PLBY company. He was an early investor in Twitter, Square, Facebook and others. His firm, Rizvi Traverse, currently invests in Instacart, Pinterest, Snapchat, Playboy, and SpaceX. Maybe you’ve heard of them. “Rizvi, who owns a sprawling three-home compound in Greenwich, Connecticut, and a 1.65-acre estate in Palm Beach, Florida, near Bill Gates and Michael Bloomberg, moved to Iowa Falls when he was five. His father was a professor of psychology at Iowa. Along with his older brother Ashraf, a hedge fund manager, Rizvi graduated from Wharton business school.” “Suhail Rizvi: the 47-year-old 'unsocial' social media baron: When Twitter goes public in the coming weeks (2013), one of the biggest winners will be a 47-year-old financier who guards his secrecy so zealously that he employs a person to take down his Wikipedia entry and scrub his photos from the internet. In IPO, Twitter seeks to be 'anti-FB'” “Prince Alwaleed bin Talal of Saudi Arabia looks like a big Twitter winner. So do the moneyed clients of Jamie Dimon. But as you’ve-got-to-be-joking wealth washed over Twitter on Thursday — a company that didn’t exist eight years ago was worth $31.7 billion after its first day on the stock market — the non-boldface name of the moment is Suhail R. Rizvi. Mr. Rizvi, 47, runs a private investment company that is the largest outside investor in Twitter with a 15.6 percent stake worth $3.8 billion at the end of trading on Thursday (November, 2013). Using a web of connections in the tech industry and in finance, as well as a hearty dose of good timing, he brought many prominent names in at the ground floor, including the Saudi prince and some of JPMorgan’s wealthiest clients.” https://www.nytimes.com/2013/11/08/technology/at-twitter-working-behind-the-scenes-toward-a-billion-dollar-payday.html Y’all like that Arab money? How about a dude that can call up Saudi Princes and convince them to spend? Funniest shit about I read about him: “Rizvi was able to buy only $100 million in Facebook shortly before its IPO, thus limiting his returns, according to people with knowledge of the matter.” Poor guy :(
He should be fine with the 16 million PLBY shares he's going to have though :)
Shuhail also has experience in the entertainment industry. He’s invested in companies like SESAC, ICM, and Summit Entertainment. He’s got Hollywood connections to blast this stuff post-merger. And he’s at least partially responsible for that whole Twilight thing. I’m team Edward btw.
I really like what Suhail has done so far. He’s lurked in the shadows while Kohn is consolidating the company, trimming the fat, making Playboy profitable, and aiming the ship at modern growing markets.
https://www.reuters.com/article/us-twitter-ipo-rizvi-insight/insight-little-known-hollywood-investor-poised-to-score-with-twitter-ipo-idUSBRE9920VW20131003
Ben “The Bridge” Kohn is an interesting guy. He’s the connection between Rizvi Traverse and Playboy. He’s both CEO of Playboy and was previously Managing Partner at Rizvi Traverse. Ben seems to be the voice of the Playboy-Rizvi partnership, which makes sense with Suhail’s privacy concerns. Kohn said this:
“Today is a very big day for all of us at Playboy and for all our partners globally. I stepped into the CEO role at Playboy in 2017 because I saw the biggest opportunity of my career. Playboy is a brand and platform that could not be replicated today. It has massive global reach, with more than $3B of global consumer spend and products sold in over 180 countries. Our mission – to create a culture where all people can pursue pleasure – is rooted in our 67-year history and creates a clear focus for our business and role we play in people’s lives, providing them with the products, services and experiences that create a lifestyle of pleasure. We are taking this step into the public markets because the committed capital will enable us to accelerate our product development and go-to-market strategies and to more rapidly build our direct to consumer capabilities,” said Ben Kohn, CEO of Playboy.
“Playboy today is a highly profitable commerce business with a total addressable market projected in the trillions of dollars,” Mr. Kohn continued, “We are actively selling into the Sexual Wellness consumer category, projected to be approximately $400 billion in size by 2024, where our recently launched intimacy products have rolled out to more than 10,000 stores at major US retailers in the United States. Combined with our owned & operated ecommerce Sexual Wellness initiatives, the category will contribute more than 40% of our revenue this year. In our Apparel and Beauty categories, our collaborations with high-end fashion brands including Missguided and PacSun are projected to achieve over $50M in retail sales across the US and UK this year, our leading men’s apparel lines in China expanded to nearly 2500 brick and mortar stores and almost 1000 digital stores, and our new men’s and women’s fragrance line recently launched in Europe. In Gaming, our casino-style digital gaming products with Scientific Games and Microgaming continue to see significant global growth. Our product strategy is informed by years of consumer data as we actively expand from a purely licensing model into owning and operating key high-growth product lines focused on driving profitability and consumer lifetime value. We are thrilled about the future of Playboy. Our foundation has been set to drive further growth and margin, and with the committed capital from this transaction and our more than $180M in NOLs, we will take advantage of the opportunity in front of us, building to our goal of $100M of adjusted EBITDA in 2025.”
https://www.businesswire.com/news/home/20201001005404/en/Playboy-to-Become-a-Public-Company
Also, according to their Form 4s, “Big” Dong Liu and “lil” Suying Liu just loaded up with shares last week. These guys are brothers and seem like the Chinese market connection. They are only 32 & 35 years old. I don’t even know what that means, but it's provocative.
https://www.secform4.com/insider-trading/1832415.htm
https://finance.yahoo.com/news/mountain-crest-acquisition-corp-ii-002600994.html
Y’all like that China money?
“Mr. Liu has been the Chief Financial Officer of Dongguan Zhishang Photoelectric Technology Co., Ltd., a regional designer, manufacturer and distributor of LED lights serving commercial customers throughout Southern China since November 2016, at which time he led a syndicate of investments into the firm. Mr. Liu has since overseen the financials of Dongguan Zhishang as well as provided strategic guidance to its board of directors, advising on operational efficiency and cash flow performance. From March 2010 to October 2016, Mr. Liu was the Head of Finance at Feidiao Electrical Group Co., Ltd., a leading Chinese manufacturer of electrical outlets headquartered in Shanghai and with businesses in the greater China region as well as Europe.”
Dr. Suying Liu, Chairman and Chief Executive Officer of Mountain Crest Acquisition Corp., commented, “Playboy is a unique and compelling investment opportunity, with one of the world’s largest and most recognized brands, its proven consumer affinity and spend, and its enormous future growth potential in its four product segments and new and existing geographic regions. I am thrilled to be partnering with Ben and his exceptional team to bring his vision to fruition.”
https://www.businesswire.com/news/home/20201001005404/en/Playboy-to-Become-a-Public-Company
These guys are good. They have a proven track record of success across multiple industries. Connections and money run deep with all of these guys. I don’t think they’re in the game to lose.
I was going to write a couple more paragraphs about why you should have a look at this but really the best thing you can do is read this SEC filing from a couple days ago. It explains the situation in far better detail. Specifically, look to page 137 and read through their strategy. Also, look at their ownership percentages and compensation plans including the stock options and their prices. The financials look great, revenue is up 90% Q3, and it looks like a bright future.
https://www.sec.gov/Archives/edgadata/1803914/000110465921005986/tm2034213-12_defm14a.htm#tSHCF
I’m hesitant to attach this because his position seems short term, but I’m going to with a warning because he does hit on some good points (two are below his link) and he’s got a sizable position in this thing (500k+ on margin, I think). I don’t know this guy but he did look at the same publicly available info and make roughly the same prediction, albeit without the in depth gambling or cannabis mention. You can also search reddit for ‘MCAC’ and very few relevant results come up and none of them even come close to really looking at this thing.
https://docs.google.com/document/d/1gOvAd6lebs452hFlWWbxVjQ3VMsjGBkbJeXRwDwIJfM/edit?usp=sharing
“Also, before you people start making claims that Playboy is a “boomer” company, STOP RIGHT THERE. This is not a good argument. Simply put. The only thing that matters is Playboy’s name recognition, not their archaic business model which doesn’t even exist anymore as they have completely repurposed their business.”
“Imagine not buying $MCAC at a 400M valuation lol. Streetwear department is worth 1B alone imo.”
Considering the ridiculous Chinese growth as a lifestyle brand, he’s not wrong.
Current Cultural Significance and Meme Value: A year ago I wouldn’t have included this section but the events from the last several weeks (even going back to tsla) have proven that a company’s ability to meme and/or gain social network popularity can have an effect. Tik-tok, Snapchat, Twitch, Reddit, Youtube, Facebook, Twitter. They all have Playboy stuff on them. Kids in middle and highschool know what Playboy is but will likely never see or touch one of the magazines in person. They’ll have a Playboy hoodie though. Crazy huh? A lot like GME, PLBY would hugely benefit from meme-value stock interest to drive engagement towards their new business model while also building strategic coffers. This interest may not directly and/or significantly move the stock price but can generate significant interest from larger players who will.
Bull Case: The year is 2025. Playboy is now the world leader pleasure brand. They began by offering Playboy licensed gaming products, including gambling products, direct to consumers through existing names. By 2022, demand has skyrocketed and Playboy has designed and released their own gambling platforms. In 2025, they are also a leading cannabis brand in the United States and Canada with proprietary strains and products geared towards sexual wellness. Cannabis was legalized in the US in 2023 when President Biden got glaucoma but had success with cannabis treatment. He personally pushes for cannabis legalization as he steps out of office after his first term. Playboy has also grown their brand in China and India to multi-billion per year markets. The stock goes up from 11ish to 100ish and everyone makes big gains buying somewhere along the way.
Bear Case: The United States does a complete 180 on marijuana and gambling. President Biden overdoses on marijuana in the Lincoln bedroom when his FDs go tits up and he loses a ton of money in his sports book app after the Fighting Blue Hens narrowly lose the National Championship to Bama. Playboy is unable to expand their cannabis and gambling brands but still does well with their worldwide lifestyle brand. They gain and lose some interest in China and India but the markets are too large to ignore them completely. The stock goes up from 11ish to 13ish and everyone makes 15-20% gains.
TL;DR: Successful technology/e-commerce investment firm took over Playboy to turn it into a porn, online gambling/gaming, sports book, cannabis company, worldwide lifestyle brand that promotes sexual wellness, vetern access, women-ownership, minority-ownership, and “pleasure for all”. Does a successful online team reinventing an antiquated physical copy giant sound familiar? No options yet, shares only for now. $11.38 per share at time of writing. My guess? $20 by the end of February. $50 by EOY. This is not financial advice. I am not qualified to give financial advice. I’m just sayin’ I would personally use a Playboy sports book app while smoking a Playboy strain specific joint and it would be cool if they did that. Do your own research. You’d probably want to start here:
WARNING - POTENTIALLY NSFW - SEXY MODELS AHEAD - no actual nudity though
https://s26.q4cdn.com/895475556/files/doc_presentations/Playboy-Craig-Hallum-Conference-Investor-Presentation-11_17_20-compressed.pdf
Or here:
https://www.mcacquisition.com/investor-relations/default.aspx
Jimmy Chill: “Get into any SPAC at $10 or $11 and you are going to make money.”
STL;DR: Buy MCAC. MCAC > PLBY couple weeks. Rocketship. Moon.
Position: 5000 shares. I will buy short, medium, and long-dated calls once available.

Ok, forgive the formatting. This was originally a greentext post for all the /b/tards at 4chan. It's also a long read but if you can get past that then it is actually a quite interesting story that happened to me years ago.
be 22 active duty air force assigned to Nellis in Las Vegas not disclosing job, but no stranger to weapons and tactics get pulled in to supervisor's office one day told I've just been "voluntold" to participate in a training exercise with DOD no other information given other than reporting instructions pretty much any question I asked was answered with "I have no fucking idea " report to conference room at base hotel next morning per instruction see about 12 other guys from my unit also voluntold to be there five guys enter room in civilian clothes introduce themselves as the "WHITEBOX" Group Assume it's an acronym for something, but never explained told we will be upgrading our security clearances hours of paperwork, only told we are participating in a force on force exercise released back to our unit crack jokes about how the exercise is a lie and we will be experimented on return to regular job and time passes eventually assume that it was canceled and forget the whole thing
about 2 months later supervisor pulls me aside and tells me that I need to report to a briefing the next day says it’s about "some WHITEBOX exercise" has no idea what it is and doesn't seem to care. once again report to base hotel with the other 12 guys WHITEBOX guys show up and pick us up in a van driven off base to some random office building and escorted into the offices of the Department of Energy, WTF? mystery only deepens, what the fuck is happening? what if this actually is some evil experimental shit more hours of paperwork and security/safety briefings by random suits had to fill out and sign a non-disclosure agreement and that threatened arrest if violated required to turn in cell phones and any other electronic devices in our possession our cell phones get locked in a cabinet while the office phone in the room gets unplugged WHITEBOX guys finally return and fire up a power point briefing first slide just titled WHITBOX Exercise 0X slide also labeled in bold red letters "CLASSIFIED TOP SECRET / NOFORN / ORCON this is really starting to feel serious
WHITEBOX Exercise finally explained told that for the next two weeks we will be role playing as OPFOR (opposing forces) we will try to attack and penetrate a DOD facility and carry out a simulated act of sabotage facility is protected by a contracted privately owned security force security group is required by the DOD to carry out this exercise in order to audit their protection every couple of years if we succeed, security company fails the audit and looses the contract the exercise is the conclusion of a two week inspection of the security contractors and their procedures every exercise a random military unit is chosen as OPFOR "reminded that we are silent professionals and that this isn’t something we should be advertising shaving wavers granted and civilian attire only FUCKYEAH.jpg power point scrolls to a page with a google earth screenshot on it instantly recognize the picture it's Area 51 holyfuckingshit.exe are we are being told to break into Area 51? can't be real random unit bro pipes up out of nowhere "Is that fucking Area 51?" we are all fucking stoked later told not to call it Area 51 as that just makes you a total chode Groom Lake, Paradise Ranch, or Homey Airbase are the acceptable names many insiders simply refer to it as “The Base” also reminded of the possible legal action via UCMJ if we go around telling everyone about it One of the WHITEBOX guys is now our designated "insider threat" exercise is designed to simulate that someone inside has been comprised by a foreign government he will provide any information that we ask for that he has knowledge of or access to other WHITEBOX guys handle will handle exercise logistics they will provide any weapons or equipment that we request to carry out mission "within reason" told this is not a COD loadout screen
ground rules established... will only be provided with weapons that we are certified to carry weapons will be armed with blank rounds or completely empty also no vehicles will be utilized by us within the DOD property landmarkers simulating road chases are not authorized our insertion is simulated so we will already be escorted/processed through various checkpoints and dropped off near the base no impractical equipment requests, so no tanks, helos, surveillance drones, or scud missiles, lol any explosives we intend to simulate will be assessed by WHITEBOX so if we want to blow the perimeter fences we will tell them before hand, they will calculate the weight of the bang we would need, it would be simulated by rocks, and then someone would need to hump the weight number 1 rule established and stressed with a very serious tone we will be escorted by WHITEBOX evaluators at all times within the DOD landmarkers at no point are any of us authorized to be alone in the facility actual security is not laxed because of the exercise, nor is this a free pass to roam security personnel can still use real force in the event that we deviate from the established protocols shown various pictures within the airbase that most will never get to see a specific hangar is designated as our target building. we will need to gain access to that hangar and carry out an act of sabotage for our sabotage we will need to ///REDACTED/// obviously we won't be doing it for real so we will actually need complete a random task inside the hangar task will be designed to be as complex and time consuming as the real thing all while being hunted by the security force insider threat briefing continues, various elements of the base security procedures and day to day operations explained however, get the impression that the chosen source is someone with a generic admin position and is not actually involved with security we are also encouraged to do our own research and scour the interwebz for info about the base told to supply the URLs to WHITEBOX if we find anything of interest. sorry if we got your Alex Jones or Art Bell conspiracy blogs taken offline briefing finally concludes, we are reminded of our non-disclosure policy and taken back to Nellis and dismissed for the day
next day we all meet at Creech Air Force Base in Indian Springs, Nevada we will be using this location to build our plan of attack and do rehearsals/dry runs it's actually pretty cool because it's on us to plan our op, just a bunch of random Airmen periodically grill our insider with questions and start asking our other WHITEBOX guys for gear we tried to have our insider take pictures of the interior of our target hangar, but he got caught IRL he would be arrested and interrogated by the feds, and the whole op would be dead instead though the guys that caught him received kudos from the inspectors, and he just tells us nope have to rely on a whiteboard sketch of the inside decide to keep it simple, M4 riffles only however I am certified on the Barret M82 .50 cal. we decide that I will carry that heavy mother fucker as well as an M4 and provide overwatch from the distance kind of bummed out because im not going inside it will be on me to neutralize certain security positions that we have previous identified we remind our WHITEBOX guys that the M82 is an anti-material weapon with the ability to disable vehicles they tell us that I will just need to call my shots to the evaluator that I will be partnered with he will radio to the vehicles that they are destroyed and will need to stop driving guess I should mention that is also part of the disadvantage we have we will all be paired with WHITEBOX evaluators who will sort of act as referees during this simulated battle however they will all be wearing bright orange reflective vest identifying them as exercise officials that really fucks our ability to stay hidden and stealthy, but it is what it is also should mention that this is a daytime raid despite our objections sounds like they are setting us up for failure, but they remind us not to think of it like that this is all being done just so the evaluators can get a good look at the security's incident response procedures it's not an unannounced drill, the military doesn't really like to do that kind of thing especially with large scale exercises such as this everyone on the base know we are coming, there's no element of surprise here except with what kind of attack we prep it would be a real hot clusterfuck if the security contractors failed the audit heads would roll, people would get fired, and numerous officers would be relieved of command I still get to attack Area 51 so don't care as this is the coolest thing I've done in the military
our plan is starting to come together over the days decide to sacrifice one of us in a suicide bomb attack figure out which of us is the most "FNG" or lowest ranking and make him do it he will approach one of the ECPs (entry points to the base) on foot wearing a rucksack loaded with rocks (make-believe explosives) he will be wearing a uniform and will identify himself as Air Force and will franticly yell that he needs help we don't anticipate that he will make it that far or that the security will actually swallow this ruse however his goal is to get as close as he can to the ECP and yell allah ackbar and release his dead man's switch and try to take out what he can his evaluatoescort will drop a GBS (ground burst simulator) when he detonates GBS is a little miniature explosive device that just makes a really loud boom anyone who’s been through any type of military training is familiar with them, they are used to add stress and create excitement we are hoping this will be a distraction and will get as much security as possible to converge on that location the rest of us will assault from the other side of the base and try to breach the perimeter several of us will also be rucking explosive rocks for the breach chose a breach point that will have us crossing only a minimal portion of the flightline (place where aircraft operate) if we successfully simulate breaching the perimeter the exercise will be paused and we will be inprocessed through the ECP and brought into the base exercise will resume and we will continue to assault towards the target hangar I will stay outside in my sniper position and try to smoke what I can inside the hangar the team will cover the doors with simulated claymores and take up cover two guys will carry out the simulated sabotage act while the rest cover the doors WHITEBOX doesn't have any inert claymores to provide so the will be simulated with small weighted ammo cans the weight is really starting to become problematic so we abandon the claymores and decide to just cover the doors with firepower would really help if we had a vehicle, but not happening to be fair, vehicles wouldn't make it that close to the base if they tried to attack IRL armored or not
week one down, plan looking solid considering how much of our attack is simulated two weeks of planning is actually excessive not complaining though cause two weeks of hanging out and smoking and joking compared to normal work at Nellis only downside is the hour drive back and forth each day to Creech AFB casino right outside that base with awesome steak and eggs so not too bad though one of the WHITEBOX guys tells us he's actually employed by the Department of Energy he doesn't actually work at Groom Lake, he works at the Nevada Test Range the massive amount of Nevada landscape that is restricted and owned by the feds is actually impressive contrary to popular myth there is road access to Groom Lake via the adjacent test range, but not too many people actually make that drive. the 737 shuttle from McCarran Airport is how everyone gets there since the drive is long as fuck the main paved road through Rachel Nevada that all the tourist flock to doesn't really have any operational use anymore allegedly we will be driving there through the test range via a convoluted series of paved and dirt roads route is CLASSIFIED TOP SECRET, not kidding
DOE dude gives us a tour of the test range one day load cases of water in back of van drive to Mercury Nevada and stop at checkpoint inprocessed inside, get pictures taken and issued escorted visitor passes also required to wear radiation badges once inside get to see all that shit from The Hills Have Eyes, fake towns that were blown up with atomic bombs not as intact as they are portrayed in films though, they are pretty rekt or deconstructed show us a massive crater called the Sedan Crater in the 50's they experimented with using atomic bombs for mass excavation projects hoping they could just nuke the ground and build shit instead of fucking around with bulldozers pretty stupid and impractical but they didn't know any better back then they buried an atomic bomb a half a mile underground and blew it up Sedan Crater left behind as a result and the fucking thing is huge. they allegedly herded cattle down to the bottom of the crater afterwards to test the post fallout effects pretty fuckin savage, and it was actually stunning to look at two hour drive to Groom Lake though endless desert roads now see why we loaded the water, we’d be pretty fucked if the van broke down or got stuck get first distant look at the base without having to enter their checkpoints holyshit.mp4 very few people get to actually see what we are seeing to be honest though, looks like any other air force base I've ever seen except smaller besides the obvious fact that it is in the middle of bum fuck nowhere and its main runway is long as fuck also realize one of the reasons they didn't want us operating vehicles most roads are dirt and the entire lake bed is surrounded by "moon dust" everywhere moon dust is the ultra-fine sand found in certain parts of the desert with the consistency of flour it's also a total bitch to drive in and the security patrols getting stuck is a somewhat frequent occurrence told that they even have some of the AAFES fast food joints there that you find on any other base imagine working at a Burger King that you need a Top Secret security clearance for, how the fuck does that work??? noticed that despite being authorized to be here, we are still being watched by distant security patrols wonder if they know we are the bad guys that are going to be attacking the joint make some minor adjustments to the plan since the google earth pictures lack some detail conclude tour and take the 3 to 4 hour drive back home, most of us slept in the van
arrive at Creech next day and see that more WHITEBOX guys have been added to the mix, now there's like 20 of them for the past two weeks they have been inspecting the security contractors and its procedures you can tell a lot of them are ex-military based off of language and the people that are dipping and spiting in empty water bottles the mood is light, all of the exercise planning is finished, nothing to do the last two days we managed to borrow an empty hangar at Creech and used it as a mockup of our target hangar to run rehearsals no longer asking our insider questions about security, instead start asking completely ridiculous questions about conspiracies for lulz accuse some of them of being reptilians to see how they react, some of them get legit uncomfortable before you go sounding off, doubt they are hiding anything, some folks just don’t get military humor one does, however, and shows us a velcro patch that he wears on his rucksack it's one of those standard patches you spot on a pilot’s flight suit that has the name, rank, branch, and blood type his blood type seriously says reptilian it's obvious that they embrace and poke fun at the reputation this base has, in fact they thrive off of it
the day finally fucking arrives, time to attack this bitch wake up at 0400 and drive an hour to Creech dressed to kill decide to wear DCU "desert combat uniform" pants and a sand t shirt with my personally owned Blackhawk tactical vest to carry spare M4 mags sometimes the military issues some real shitty gear so our unit is somewhat lax and allows us to personally buy our own better equipment if it has command approved use and doesn't break SOPs also wear my empty gas mask pouch attached to my hip and use it to carry spare M82 .50 cal mags also wear a black turban for lulz that I bought off an ANA (Afghani Northern Alliance) dude downrange used to have a guile suite but it got lost on a deployment so that's a no go unfortunately arm up with an M4 with M68 red dot sight and attach a BFA "blank firing adapter" to the muzzle, and load six mags of .556 blanks also provided with my trusty Barret .50 M82 and five mags there is no BFA for the Barret that I'm familiar with so carry that with empty mags, guess I get to cheat with the weight load up in the vans with WHITEBOX team and drive another hour to Mercury get inprosscessed through security checkpoint and receive visitor badges for the test range drive another 2 hour on random roads passing more checkpoints /// REDACTED /// forced to surrender cell phones, personally owned electronic devices and CAC cards (military ID cards) again receive our escorted visitor passes for Groom Lake and now continue down some of the most forbidden roads in American history start unloading as close to our start point as the terrain allows and hump the rest of the distance on foot with our escorts suicide attack bro hangs back in the van with other escorts and is driven to his start point the terrain is favorable and allows us to set up out of sight hence why we chose the spot I break off and try to set up my nest at my chosen OP "observation point" as discreetly as possible not really stealthy cause I'm being followed by a guy wearing an orange reflective vest that says STAN EVAL and he's just casually walking he tells me to set up the Barret, but just simulate your shots by firing the M4 blanks now in a spot where I can observe base activity and provide cover fire for the breach, but I am also the most easy to spot sniper ever now wait for confirmation that our distraction on the other side has happened, taking a real long fucking time
my escort's radio chimes to life and starts talking "attention all WHITEBOX, we now have proper authentication via CASTLE ROCK for initiation of a detachment level exercise" voice on radio proceeds to spit out a long winded exercise safety briefing realize it's been about 40 minutes and we are just now fucking starting another 10 minutes and finally get word that suicide bro is approaching his target escorts all inform us that the security force is responding to reports of an explosion outside of the ECP later find out that suicide bro was stopped and challenged at gun point about 50 meters outside of ECP by a mounted patrol he then just fuck it and started sprinting towards the ECP until they opened fire with blanks and his escort set off the GBS he actually managed to take out the vehicle that stopped him and create several casualties (we gave him the heaviest explosive rocks loadout) overall our distraction was pretty fucking successful give it a another minute or two and finally start shooting and calling my shots to my escort/evaluator he's talking on his radio and relaying my simulated violence, "inform Merc-17 that they are dead from sniper fire" etc... I have predetermined targets to engage based off of what poses the biggest threat to the breach team I actually do some damage and get confirmation of casualties from my escort it's about a 600 meter run to the base perimeter in the open desert so it's on me to try and clear their path as much as I can the plan is to try to lure some security vehicles to our position then eliminate them with the Barret while they are en route the dead vehicles can then serve as points of cover for the breach team as they assault towards the base breach team was also aiming to see if they could snag any security radios from the dead patrols so we can monitor their comms didn't really work out that way however, in the end we simply didn't have all the info about the anticipated security response without giving away too many sensitive details, we all got ambushed by the security from unexpected locations forced to abandon my nest and the Barret to start moving towards another location to back up the breach team that was under fire trade some shots with security until my escort finally announces "ok dude, you're dead. go ahead and lay down" that's it, game over
play dead for about 20 minutes while security cleans up the area breach team gets rekt, we managed to get within 100 meters of the perimeter couple of security dudes approach me and perform a dead combatant body search on me it's a specific type of search designed to search a dead body while also checking for possible explosive booby traps pretend to be dead and let security dudes run my pockets finally one of the evaluators shouts "PauseEx" (pause exercise) we got fucking annihilated, no chance this attack was going to be successful our evaluators tell us that everyone did a great job, HOWEVER.... we are going to continue the exercise because they didn't get the chance to observe much of the internal security components we are going to resume the exercise assuming that we were actually able to get inside that target hangar this will give the evaluators the opportunity to observe the security's recap and recov procedures (re-capture and recovery) we all get magically resurrected from the dead I realize that I am actually going inside Groom Lake! Fucking Awesome...
spend about 15 minutes policing up the area for brass which means wandering around and picking up spent cartridges board vans and get driven around to ECP. realize that only half of the security force is playing in this exercise the rest are still armed with live weapons and are still performing regular protection duties forced to show our visitor passes, names and badge numbers are compared against a master list that the security has /// REDACTED /// /// REDACTED /// notice a homemade sign hanging on the wall at the security center it’s got a picture of an alien with a red X through it that says "no extraterrestrial entities or relics beyond this point" like I said earlier, everyone enjoys the reputation this base has drive to our target hangar, holy fuck! I am now inside Area 51 use of blanks not authorized indoors, everyone is told to clear out weapons rest of the exercise will use simulated firing, the equivalent of pointing your empty weapon at someone and yelling bang sadly not the first time I trained like this, military does it all the time it’s ridiculous and awkward every time, looks like a bunch of kids playing backyard soldiers with sticks security has already reset its posture, they know we are attacking but doesn't know the building we are hitting we all enter the hangar, get the impression that it doesn't actually get used IRL anymore reeks of mildew and no power inside, dust everywhere in the center there is a pickup truck covered with a tarp and roped off with red rope and stanchions, signs posted identifying it as a controlled area told that this is a simulated military asset and this is what we are sabotaging WHITEBOX evaluator pulls a box out of the bed of the truck remember when I said we will have to do a complex and time consuming task to simulate our act of sabotage? it’s a fucking Star Wars Lego kit! I shit you not! evaluators tell us we will need start building it and reach page 12 in the instructions without errors or mistakes kind of wish we went with our earlier plan and brought claymores cause I spotted some sweet chokepoints outside the building to set them up also wish we had the idea of bringing padlocks and chains so we could lock down the hangar and make life more difficult for the security force set up our spots to cover the doors, we are well versed with building clearing tactics so we know what spots to cover to make it hard
WHITEBOX evaluator authenticates over the radio with someone by passing letters and numbers back and forth, process known as sign/countersign voice on radio announces that the detachment level WHITEBOX exercise has resumed showtime! Two unit bros start opening the Lego kit and sorting parts me and the suicide bro weren't supposed to be in this hangar or even on the base to begin with so we don't have points to cover inside come up with idea and ask one of the escorts if we can go out the back on to the flightline plan to walk to two separate buildings in opposite directions and see if we can create distractions evaluators approve the plan, but tell us we can't approach or enter other buildings, nor approach any parked aircraft decide to leave firearms and my tac vest behind for clever reasons if we are unarmed the security will most likely apprehend us, and search us this is more time consuming than just shooting us and will keep them away from the hangar longer exit the back of the hangar on to the flightline and just start casually walking down the tarmac with my escort eventually hear the sound of police sirens in the distance getting louder, hear they come! get the urge to start sprinting but decide not to since it would most likely result in me being tackled on the pavement, fuck that later realize distant sirens are actually responding to hangar after reports of a silent alarm being received so much for the distraction plan
decide not to return to hangar since there is not much I can do unarmed, and continue walking down flightline all the parked aircraft I see are just normal military aircraft, although some do seem to have “enhancements” or cosmetic features that I haven’t seen before ask my escort where they keep all the flying saucers, he smirks and just replies "underground" wonder if there are actually any subterranean levels to this base, suppose a lot of these buildings could support that ask my escort if there are really underground levels, he facetiously says “who knows” white pickup truck with police lights approaching fast pretend not to notice and keep walking voice starts barking at me over a loudspeaker "stop right there! do not move! get your hands up! security mercs climbing out of vehicle with rifles drawn, don't see magazines in the riffles, they are part of the drill they actually try to challenge both of us, escort has to remind them that he is out of play security goons bark at me, "face away from me NOW! keep your hands up!" they are actually pretty intimidating, I comply proceed to have me lay on the ground face down with my arms and legs stretched out yell at me to put my hands in the small of my back, palms together, fingers up big black guy approaches me and actually puts his knee on my neck George Floyd style "don't fight me, don't resist me, or you are gonna get hurt" he says puts me in zip ties and picks me up, see other guards still have weapons drawn on me overall whole thing similar to a gangbanger getting rolled up by the cops black guy puts me in some weird and uncomfortable arm hold tells me to start walking while he steers my body with the arm hold and walks me off the flightline taken to a grassy area, get put back on the ground and searched and questioned /// REDACTED /// I try to bluff and say that the hangar will blow if anyone goes inside, see if that stalls them he tries to question me about it, but I can tell he’s not biting, I decide to tone it down and stay quiet cause the dude really looks like he’s going to fuck me up actually overhear his partner talking on the radio, he’s telling others to exercise caution and beware of possible explosive booby traps lights out, realize that someone put a bag over my head evaluator calls out "EndEX" (end exercise) all portions of the exercise are terminated, it's all over
black security guy cuts my zip ties, takes off the hood and sets me loose later find out that security retook the hangar with no problems my guys inside struggled with the Legos since it was so dark and hard to see instead of immediately going in, security tossed inert CS gas canisters inside none of us brought gas mask since it was something our insider failed to mention evaluator let us build legos for another 30 seconds then yelled “GAS, GAS, GAS” unit bros in the hangar were told to lay on the ground and pretend to be incapacitated security swarmed the place with gas mask and guns, kicked away weapons they got a similar treatment to what I received on the flightline and got hauled out of there we all regroup at the base's main visitor center for the AAR (after action review) overall security responded quite well, only some points were critiqued, nothing failing smoke cigarettes and crack jokes back and forth with the security dudes, finally get to see the human side of the guy who snagged me on the flightline tell him he’s one scary mofo, he smiles and we shake hands security dudes leave, head to base theater for full debrief WHITEBOX guys thank us for our participation, time to head home wait a sec, let’s see some fucking aliens WHITEBOX guy smirks and says he’ll give us the dollar tour another day drive back to Mercury knowing full well that we are not going to hear back from them, especially about a tour return radiation badges to the Mercury office told that if we never hear back from them that it’s a good sign told that if they do call us then our Tricare (military health coverage) will get put to good use whole experience was cool as fuck one of the evaluators hands out business cards for ///REDACTED/// and tells us to look them up when we separate from the military starting pay for the security force is pretty fucking dope and only certain military backgrounds are considered for it return to Indian Springs and hit up the casino for drinks with the original 5 WHITEBOX guys ask if any of the prior OPFOR units actually pulled it off and broke in told that a group of CCT guys from the 24th STS was the closest anyone’s ever gotten but even they still failed makes sense, I’ve heard that those dudes are legit operators tell war stories and get drunk actually receive a letter of appreciation from the Air Force Test Center Detachment 3 from Edwards Air Force Base, California about a month later it thanks me for my participation in an exercise but makes no mention of Groom Lake my participation in a vaguely worded “DOD exercise” actually gets mentioned as a bullet in my annual performance report mfw I attacked Area 51
tldr - me and my coworkers "broke" into Area 51 with automatic weapons so we could put together an X-wing starfighter out of Legos
Thanks for reading. I should mention that I have intentionally withheld a lot of details and even altered a few. I'm not trying to blow up anyone’s spot and compromise shit. Just wanted to share a true story about some cool shit I got to do in my youth. For example WHITEBOX is a completely fabricated name while the whole operation actually went under another random weird name. It still ranks as some of the most cloak and dagger shit I got to do in the military. I actually don’t really tell too many people because it is no one’s business and no one would believe me anyways. I finally figured that enough time has passed and like I said, I have specially tailored this story to avoid leaking any sensitive shit. Overall the base was actually kind of underwhelming. I didn’t really see any earth shattering secrets there. All of the alien and reptilian conspiracy theories were openly mocked and made fun of there. It’s really just a base that gets an extra layer of discreetness and physical security for more sensitive assets and projects to be kept there. The CIA, JSOC and other intel gangs from Washington even have offices out there because it’s just a quiet tucked away place to do business. I will say that their security is no joke and that they have some truly fascinating techniques to detect and deny intruders. Hope you enjoyed.

TL;DR - I use the craft beer industry as a way to understand Capitalist Propaganda, how Capitalism and Socialism are inextricably linked to each other, and how through the use of propaganda, companies use the "illusion of choice" to coerce you into believing that you prefer the products that are most favorable to them. In order to change this into the consumer's favor, you need to be an informed consumer in the free market, and raise class consciousness to overthrow the tyranny of Capitalist Propaganda, that is called "Marketing".
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You can't understand Capitalist Propaganda unless you have a solid understanding of what Capitalism is beyond the literal definition of the word, which is just an abstract ideal. Propaganda plays off of the discrepancies between the ideals of Capitalism, like the free market, which is another abstract ideal, and the reality of Capitalism in practice in America, which can be characterized as Trickle Down Economics. Capitalism sought to be a pragmatic alternative to its economic predecessors, a fact which drives Capitalist Propaganda. However, through layers of abstraction throughout the years, it has become more of a religion, as critics refer to the increasingly ideological concept as "Supply Side Jesus", meaning you give all the money to the rich, it'll trickle down to the poor, and they can "vote" on the actions of the capitalists through monetary interactions in the free market.
Capitalist Propaganda is engrained in America, because at the time of our founding, Adam Smith wrote "Wealth of Nations", which is considered the Bible of the Free Market. This groundbreaking work utilized Newton's Laws of Physics, which were en vogue at the time, to describe how interactions in the marketplace would balance each other out, just as the laws of Newtonian Physics do.
The very noble purpose of Wealth of Nations was not create the oligarchy we have today, but to do the opposite. He wanted to describe a system that would protect individual freedoms and be truly democratic. Just as Lenin and Stalin bastardized the works of Marx, so too have capitalists in America bastardized the intentions of Adam Smith.
Capitalism and Socialism are best learned side by side, in my opinion, to avoid falling into the trappings of either ideology that our brains like to do. Which one is better? It depends on the market, but the answer is almost always somewhere in between.
Through learning how Socialist concepts can be applied to problems in Capitalism, you can cut through the propaganda and will see for yourself that these problems can be solved if we just drop the labels and do what's best for society and the individual. The problem is always finding the proper balance.
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WHAT? CAPITALISM AND SOCIALISM ARE JOINED AT THE HIP?
Yep. You can never live in a pure economic system. Purity is always an illusion. If you want something to be pure, you have to put a lot of energy into making it that way. Nature likes to mix stuff up. This is why ideologies around racial purity and fascism always fail. There are people who want a "pure" economic system, but they are usually the people at the top and would only get richer from more purity while the rest of society loses freedom and slowly starves.
In a nutshell, Capitalism promotes laws that benefit those with money, while Socialism promotes a safety net that benefits everyone. Every single human is born into Socialism. As a baby, you need food, someone else works for it and gives it to you, but then at some point, you are expected to exchange labor for capital, and buy your own food. See? The two are forever bound as the yin and yang. You can also grow your own food, but for that you need land, which is capital.
These interactions are very tricky. I only want to tell you enough so that you can start to see Capitalist Propaganda, because right now, you're like a fish in water that can't see water. I often use this line to describe a person who can't see their own homegrown propaganda. The best way I found to study Capitalism is by relating it Socialism, the "air" above the "water" of Capitalism, if that makes sense.
I always find it best to look at a microcosm to understand these concepts. And today, that microcosm is beer.
Mmmm....Beeeeeeeeeerrrrrrr.....
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CONFLICT OF INTEREST AND THE ILLUSION OF CHOICE
Before I poison your mind with my own propaganda, picture you're on vacation and you walk into a bar and want to order a beer. If you really want to understand the power of propaganda in your own life, really think of this before we break this all down. Really think, what makes you decide which beer to order? Do you like to look at the labels on the tap or bottle? That's obvious propaganda. It has absolutely nothing to do with the taste or quality of the beer itself, but sways your opinion toward logos you've seen before, which is why you see so many beer advertisements, which means that money that could've gone into quality is instead going into propaganda, and you're already biased towards an inferior product. Interesting. You really can't help being swayed by marketing, but at least you can be conscious of that fact, and that's important in order to be an informed consumer.
Do you ask the bartender for a recommendation? Why would you do that? You don't know the bartender any better than the beers in front of you. How do you know they aren't paid more to offer you a beer that sucks and is 12 years old and the owner wants to get rid of it? Do you ask for a certain style of beer? Do you ask for a local beer? And once you finally narrow it down to a few choices, do you ask for samples so you can make up your own mind? You should always do this. Then we get into "flavor propaganda", which we'll discuss later. Jeez. Did you every realize there was so much complexity behind being an informed consumer and just ordering a simple beer? Maybe you'll give in and just tell the bartender to pour whatever. Choice is difficult sometimes.
If you really visualize this and take a minute to let this sink in, you'll start to understand how external forces hijack the processor in your mind to manufacture desire through the illusion of choice. However, your health and enjoyment of the beer is not the goal for these external forces, they only want you to purchase. The perfect example is fast food. They know their product sucks, but they know you'll keep buying it, but that doesn't keep them from lying about how delicious it is in their ads. There is far more at play behind the curtain. There is a science behind addicting you to things, this is reinforced by a corporate tax and subsidy system that contorts the free market pushing centralization of production through homogenization and use of chemicals to hide the homogenization, and simply because there is more than one option, they make you feel like you have choice. This, in a nutshell, is how the illusion of choice works in the free market. It's not about what YOU want. The producer manipulates you to think you want what they have. Through this, they deceive Americans into buying products with a list of ingredients that a person would never freely choose to consume. So if you want to order a beer with no shit in it, then you're shit out of luck in America. You could in Germany, but we'll discuss that later.
While you're standing at that bar, you aren't conscious of the fact that your interests are in direct opposition to those of the bar owner's. Capitalists hide this fact with their perfect smiles, but Marx described this in detail. You want the best beer for the cheapest price, and the bar owner wants to sell you the cheapest beer at the highest price you'll pay. It doesn't stop there. The bar owner flips roles in the same situation with the beer distributor, who does the same with maybe another level of distribution, and continues to the brewer, then goes to the brewer versus supplier, supplier to farmer, and even though you'd think it stops there, the farmer has to deal with suppliers of equipment and seeds, and on and on.
Add to this list their auxiliary staff of HR, drivers, managers, brewers, bottle/keg makers, and of course owners, none of them care whether you actually like the beer you're drinking as long as you keep buying more. That's the big driver here.
Did you ever realize that every time you buy a beer, your own capital is partially responsible for creating and sustaining all of these jobs involved? You, my dear beer drinker, are the true job creator. Budweiser can brew all they want, it means nothing without buyers, who are the true engines of capitalism. Instead, you're treated as a rube by suits in a boardroom somewhere.
Capitalist Propaganda tells us the billionaires are job creators, but this is a lie. Jeff Bezos can't drink enough beer to sustain all these jobs. So why do we let him hoard all the money? Wouldn't the economy do better if we spread out Jeff's money so more people could buy more beers and more jobs would be created? According to Socialist Economics, yes. That's actually, quite simply, a Socialist Free Market. Did you even know that existed? The power hungry greedy people who are too lazy for manual labor go to such great lengths to make sure you don't learn it. They want you to think that only Capitalism allows you choice in the market. I'm sure you can guess why they say that.
Capitalism maintains itself by exulting the wealthy who use their economic power to punch down. The only way this system won't fall into fascism and fail is if the consumers start to punch back. Where Marx envisioned the Dictatorship of the Proletariat as they usurped power from the Bourgeoisie, a modern alternative is just teaching people to understand the system we live in, so that we can just start making changes in the way we live and to whom we give our money.
See that? Capitalism and Socialism can get along nicely, so long as the consumers are informed.
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CLASS CONSCIOUSNESS AND THE ALIENATION OF LABOR CAUSING LONELINESS IN SOCIETY
What I described within the previous section is what Marx called "Alienation of Labor". Each step in the process of making your beer is isolated from the others, so no one feels ownership over the end product or a true connection to the consumer, or job creator. Even the bartender selling it is alienated from the profit of their labor in serving the beer, so they only focus on the service aspect of giving you the beer, because that is where they earn their tip. They can't really fix anything about a shitty beer other than to offer you a different brand. The capitalist owner is usually not there. Their only interaction is setting the rules for everyone in the bar to follow, and pay themselves more than everyone who has to follow those rules. This is part of the conflict between the classes. I'm not saying it's right or wrong, I'm just pointing it out. The bar owner themself has to spend money on propaganda to attract customers that could be spent in other places, so has to find ways to cut costs. Unfortunately, they buy cheaper beer...and this is why you end up with IPAs. No one is connected to the products, so they only look at prices and find the cheapest, passable product. This is the race to the bottom of Capitalism.
Compare this to when brewpubs were a new thing. The brewer would come out and talk to you about the beer, you would give feedback that could effect future batches and it connected everyone to each other through commerce. It makes business "social" and I think nearly everyone enjoys that, but it is losing out in competition with chain breweries that enforce isolation and make cookie cutter propaganda and cookie cutter business models so they can turn owners into managers and suck all the profit back their corporate headquarters and offshore accounts. They kill the experience and make everything transactional. And all the kitsch they hang around their cookie cutter chain bar is just to hide the fact that no one in that place cares about anything other than not getting fired. Everyone is effectually alienated from everyone else. It's worth a read to check out this page on Marx's Theory of Alienation.
This alienation is the root of a lot of misery in society. Humans are communal animals forced to live in a society of individuality and alienation. As they mope around, they seek an escape. And that is why advertising is so nefarious. It seeks to manipulate you in that state. Imagine driving home from your alienating job to you empty home, but looking up and see a billboard with bunch of actors laughing and drinking beer. They take pictures that make these actors look like friends. It's just for show. They aren't selling beer to those laughing people in the picture. They're tempting lonely people to drown their sorrows. Capitalist Propaganda is used so your brain doesn't understand what it wants. It wants friends, then sees the words Bud Light. So when the bartenders asks...Make it a Bud Light. Look at how much money they spend to manipulate and capitalize on people's suffering.
Propaganda in Communist countries is controlled by the government, so it's clear who the enemy of your freedom is. Capitalist Propaganda hides behind the layers of complexity of the same economy you rely on to survive, so you never know what's propaganda or where it's coming from. Marketers find every way imaginable to get their disinformation in front of your eyes, even enlisting your friends on Facebook in annoying MLM schemes. Propaganda invaded everything that can be legally monetized. It's in the media, and not just commercials anymore. There's product placement, stories injected into the news, and even movies and social media created an entire industry of "lifestyle propaganda", telling you how to live your life and indulge in overconsumption. It's REALLY hard to get away from Capitalist Propaganda. There is so much money and research behind it and so much depth, even this long post is only barely scratching the surface. I just want to open your eyes to it.
I can't make you see all this. No one can. I can only describe it as best as I can. What you will experience when you understand this is what I call "Economic Enlightenment", similar to what Marx called "Class Consciousness". Once it happened to me, the world looked amazing, and the shitty propagandists selling us false hope all look like clowns in a very odd circus of vanity, despair and mediocrity.
Once I understood this, I saw clearly how we are increasingly trapped in a form of Corporate Slavery, led by seriously ridiculous oligarchs like Mark Zuckerberg, who thinks he's the reincarnation of Augustus Caesar or something. That's why he has that haircut! This is a guy who stole a company and hired "screen psychologists" from Las Vegas to get you hooked on Facebook the same as casinos do with slot machines. He wants to be the funnel for propaganda throughout the world. He wants to be the kingmaker, decide what people buy, who they like, what views they hold. He can only do this because so many companies spend so much money to put their propaganda on that platform. They can only have this much money because the free market is not actually free. It's bought and paid for on platforms like Facebook and Amazon. The money that was supposed to "trickle down" is instead being spent on Capitalist Propaganda on these platforms, to get the proletariate to trickle their money up through endless, nonsensical online purchasing and local businesses who send the town's money to people who can't do anything with it but buy up properties that increase your rent and cost of living.
When people get drunk on the power of propaganda, they forget the lessons of the past. Propagandists always fall prey to their own delusions over time. In reality, your life is better without Facebook. There isn't anything on there that is healthy. Even if you just want to talk to a few friends, you are going to fall for the propaganda there. You can't help it. And if your bar advertises on Facebook, just think, that money could've gone into purchasing higher quality beer then sold at the same price, instead of going to Mark Zuckerberg so he can drop $30 million to buy the houses around him so no one can spy on him while he spies on you. You really gotta watch out for a guy who combines spying and propaganda all into a single app and thinks he's going to bring 200 years of peace to America. History is littered with knuckleheads like that. It's best to get off Facebook and encourage everyone else to do the same. Zuck only wants to lead himself to the Promised Land, and he's using your ignorance to fuel his own delusions by deluding you into thinking you want what he has to offer.
Let's get back to beer.
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IPAs AND THE FREE MARKET VS THE RACE TO THE BOTTOM
I like beer. When I worked in Germany, it was easy to walk into a bar and, like Farva, just order a liter o' beer. Often, there would only be two choices, light color or dark. As a matter of fact, even at the most famous beer festival in the world, Oktoberfest, people mostly drink the same standard type of beer, and no one complains about the lack of choice. It's quite easy. You can order with one finger. No need to see a menu or ask what's in it. It's simply beer. This worked for centuries. Consumers are fine with it. Prost! Have you ever shared a story like this and people say, "Oh, that would never work in America. Americans want choice." Yeah. Because we are flooded with Capitalist Propaganda.
So if consumer choice isn't pushing for a selection, why would a free market call for it? Imagine there are two bars and one of those bars says "30 beers on tap" and the other doesn't. You're more likely to choose it, and the other bar will have to compete in some way, often by copying. This forms trends, and people mistake this for something customers wanted. Trends are always marketing. Don't believe me? What happened to fidget spinners? So now you have a bunch of beers that no one asked for, yet will now demand. Competition creates more Capitalist Propaganda to create demand for something you never even wanted, but makes you think you do. And that's the best propaganda. You think you are thinking for yourself. This is the fallacy of consumer choice.
If you want to understand just how important that last paragraph is, consider this, "consumer choice" is the same propaganda they used to get you to carry around a device that spies on you 24/7 and sends that data to people you don't know, and you can't stop it, can you? You chose that. You wanted it. Not only that, but you paid $1,000 for the device to opt into their spying program, for the privilege of being mind controlled by the propaganda their AI selects for you. Did you read the Terms of Service? As bad as you may have thought Communist Propaganda was, Capitalist Propaganda is far better, and far stealthier. You believe you have freedom of choice. But your only choice is usually take it, or leave it. Oh, you need it for work? Maybe find a different job. Or just succumb to mass surveillance, and next year, you can drop another grand on a device with a marginally better camera.
There is a way to free yourself. You just have to understand the nature of propaganda. It took me a while, but I eventually broke free. Under Socialism, there would be laws against the exploitation of consumers. Capitalist Propaganda tells you that this takes away your freedom. This is a lie. Regulations give you the freedom to not have to worry whether the beer you're drinking has poison in it.
Germany has a lot of regulations on beer. It has the Reinheitsgebot (purity order), a law passed in 1516 that states that beer can only consist of water, hops and barley. Note, this is a different use of the word "purity" from earlier, as beer is itself a mixture of things. Historically there have also been regulations where beer could only be sold regionally, so no matter what part of Germany you were in, you only got a certain brand of beer at the bar, but it didn't matter because they all had the same ingredients. They could make wheat beers or unfiltered, but they were generally variations of pilsners and lagers. One meaning of the word "Lager" in German is "storage", meaning the beer was brewed in a way that it could be stored, allowing them to brew in bigger batches and store it.
Lagers use a more complex brewing process, so only larger breweries would make them, but this worked because of protected territories. America has a similar system, because each state has its own regulations on alcohol, but this is changing as corporate lawyers fight to homogenize the rules favorable to them, but the consumer loses control. Big brands tend to be lagers as they have general appeal to a wide audience. Did you notice this is the second time I pointed out that corporations create homogeneity? Without regulations, corporations create Fascism. That is why I tell people that we already live in the NWO but corporations rule the world instead of governments. Why do you think so few conspiracy theorists make this connection? Propagandists are paid a lot of money to keep even our small community confused about the reality of what's happening. Now, check out conspiracy and you'll see what I mean. They are spreading propaganda for the NWO over there and don't even know it. I tried to point that out and they finally banned me. Oh well. They'll figure it out in their own time.
In America, in 1978 it became legal to brew beer at home. This is what led to the explosion of new beers in the US decades later. Americans don't have purity laws, so could test new recipes. But people didn't generally like IPAs before, so how did they become so popular that they control 30% of the market? Marketing, of course. Create the market and tell people what they want.
IPA stands for India Pale Ale. It was invented by the British as an easy way to make a beer that they could drink in India. People only drank it out of necessity, as the other beers couldn't make the trip. IPAs are very easy to make and very forgiving, because if you mess it up, it already tasted bad anyway. As people started trying to get into microbrews, they often didn't have the capital to make lagers at small scale, and also wanted a simpler process so they didn't have to hire or train expert brewers, IPAs are cheap and easy to make at smaller scale.
In order to make it drinkable, brewers experimented with many different flavorings. This created a cult following of craft IPAs, where people would drive hours to stand in line for hours to try the newest concoction. The trendy nature of the craft beer world kept people training their palate to adapt to the taste of an IPA, making people start to actually like them. The flavorings made people think they were different, so even if they didn't like it, marketing tactics kept people coming back to try the latest blend. Your palate can adapt A LOT. Swedish people love Surströmming, but watch this video of Americans trying it for the first time. They tried to get me to eat it several times, but I would rather sit in a sauna until Tuesday to avoid smelling it while watching them eat it. It really smells that bad.
IPAs enticed people with popular, aromatic ingredients like bananas and pineapple. This is what I call "flavor propaganda". It's not bad in and of itself, but it can be easily misused to cover issues with quality or hide the taste of preservatives. Since we don'e have laws like Germany, you're left to rely on the knowledge and honesty of the bartender to find out. They don't make this info readily available, which is another form of Disinformation.
So if you think you actually like IPAs, just remember, you are just like a Swede eating rotten fish. A lot of propaganda went in to making IPAs popular, but it's the cheapest, easiest product to make that can be sold at the highest price, so they become popular. This is what business students call a business plan. To overcome the bad taste, IPAs were marketed as "classy" to shame you if you choose the more expensive to produce and more appealing pilsners and lagers, which were given a bad name due to being associated with major brands like Bud Light. This makes it harder to market microbrew lagers, which can only fetch a certain price due to association. And this is what is referred to as the "race to the bottom" in Capitalism.
Instead of trying to innovate ways to produce the beers you want, they just figure out how to get you to pay more for an inferior product, just like they do with BBQ. They make you think you want it. From this you can understand why "food" is full of junk that you wouldn't feed your dog. Whatever legal poison helps cheapen the product is considered "smart business", another propaganda term designed to hide the reality of doing immoral and harmful things to other humans for profit. If you make money on it, it's good. As if there aren't better choices we could come up with if there truly were a free market with an informed consumer.
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STRENGTHEN THE FREE MARKET BY BEING AN INFORMED CONSUMER
We don't need a Communist Revolution to make positive changes, so take off your ski masks and put your Antifa flags down. I like microbrew culture and still enjoy IPAs, but understanding the marketplace is how I do my part as an informed consumer and job creator to help create the world that I want to live in. I encourage you to do the same. Vote with your dollars. Don't let the Zuck-type sociopathic, corporate people in a distant land decide what you consume by looking at ads on his platform. Visit local breweries and talk to the brewmaster. Don't reinforce alienation from labor. Connect with the people who make the things you buy. Support independent entrepreneurship. These are the paths to a brighter future where we share in the abundance of wealth.
Discover Economic Enlightenment for yourself and realize that We The People are ultimately in control. Wealth inequality is greater than it was in France before the French Revolution. Don't let this train take us into the depths where another Lenin will arise and spend the night shooting people.
How you choose to spend your money today is what decides what will become the society of tomorrow. And remember, you always have the choice to buy nothing at all. I never saw a billboard that said that.
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LET THEM DRINK BEER!
I hope this gave you a glimpse behind the curtain of Capitalist Propaganda. Propaganda isn't just political, it has invaded everything and it's at full blast right now. I hope you can piece together how Capitalist Propaganda is actually designed to make you subservient by controlling what you want so they can maximize their own profit and teach you to accept whatever they offer, the homogenization of choice. However, your life is your own and you should remain in control of all aspects of it, including your desires.
Richard Wolff is an economist who studied at three elite universities in America and discusses how he was not able to even learn about Socialist Economics in the ivory tower, even though Capitalist Propaganda calls universities leftist. He found no department in America that is even willing to teach it or study it. Capitalist Propaganda censors these ideas, especially at the university. People in power don't want the serfs to learn about themselves. Check him out on YouTube. You'll realize that unchecked Capitalism leads to Fascism and Slavery, which is why they want to get rid of the minimum wage, so that we can return to sharecropping which is already increasingly happening in America under different names, like "student debt", "mortgages" and "insurance". Don't you think it's odd that a person has to go into debt so they can generate profits for corporations who really ought to be paying for this education themselves? If you have to go into debt before they'll hire you, it's much easier to negotiate against you.
If you want to see other examples of propaganda, check out this random tweet from one of America's Top Capitalist Propagandists. These are very odd pictures, and the only thing I can see in them is that they must be promoting those outfits, likely the blue dress, maybe those men's outfits as well. One thing you know is that she didn't become a billionaire by letting any single opportunity to enrich herself at the expense of others pass her by. I didn't look it up, but I am certain they sell that blue dress, or whoever does paid her to post this.
That's the main reason celebrities use social media. It's marketing. Their whole schtick is to sell garments made in a sweatshop in a foreign country by people who can't even afford a beer to Americans who are facing bankruptcy and homelessness themselves.
Read the replies of the tweet. These people have influence that vastly outsizes their understanding of their impact on the world. There are guillotines in the comments. There usually are. I'm seeing them a lot lately.
This type of propaganda is everywhere. And it's destroying America. Just like propaganda led to the demise of Nazi Germany, we could be looking at the same thing, but worse. It could start off as famine.
If you're having trouble deciding between the beers you are being offered, it's probably because you don't want anything at all, in which case the proper choice is: nothing. Or, try tap water. Maybe you're just thirsty. Now ask yourself, when you envisioned yourself at a bar, did you ever think to order water instead? Did you entertain the idea that you didn't even want a beer. That's the power of suggestion.
What if the rest of the world just cut America off from the means of production outsourced to areas with cheap labor? We would have our own famine and likely war. And if we have a revolution here, with the masses in the country being so disinformed about everything and not having any sort of class consciousness at the moment and instead stuck in alienation, the leader that rises here will likely lead to something horrifying. And we censor ourselves from pointing out the simple fact, that the only way America will survive is to tax the deluded royalty like Kim and Mark back to reality, so they can't indulge their reckless, childish delusions by selling off the very fabric of our nation to the highest bidder.
That doesn't make me a Socialist, that just makes me honest.
Enjoy your beer!
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Thanks for reading and I hope I helped you understand how you can empower yourself. I'm excited about the one I wrote for Election Day tomorrow to keep our NOPOL spirits up while all the politics clouds the airwaves. Cheers!