Kama Reveals Untold Story of The Weeknd’s XO Origins & Belly’s Roc Nation Deal

The world knows The Weeknd as one of music’s biggest superstars — an artist who transformed Toronto’s R&B sound into a global phenomenon. His XO label, co-founded in the early 2010s, has become a powerhouse brand that launched not only his own career but also other notable names. But according to Toronto rapper Kama, the real story behind XO’s creation — and how rapper Belly secured a deal with Jay-Z’s Roc Nation — has layers that fans rarely hear.

The Early Rise of The Weeknd & XO

Born Abel Tesfaye, The Weeknd first gained attention in 2011 with a series of mysterious mixtapes — House of Balloons, Thursday, and Echoes of Silence. Released without traditional promotion, the music spread rapidly online and caught the attention of critics, fans, and industry heavyweights alike.

XO was formed during this period as both a creative collective and a label, bringing together The Weeknd’s close associates, producers, and business partners. Known for its moody, genre-blending sound and dark aesthetic, XO became a symbol of Toronto’s emerging influence on the music world.

Belly’s Career Before XO

Before linking with XO, Belly — born Ahmad Balshe — had already built a name in the Canadian hip hop scene. Signed to CP Records in the mid-2000s, he released mixtapes and albums that earned him a Juno Award and street respect. Known for his sharp pen and behind-the-scenes songwriting, Belly was an industry insider long before many knew his name.

By the time The Weeknd was making his breakthrough, Belly was strategically aligning himself with the new wave coming out of Toronto. His songwriting skills and industry savvy put him in a position to collaborate closely with The Weeknd and his camp.

Kama’s Revelations About XO’s Origins

In a recent interview, Kama shed light on how XO truly came together. He described the early inner circle, the people who played pivotal roles in building The Weeknd’s brand, and the behind-the-scenes dynamics that aren’t often discussed publicly.

According to Kama, the groundwork for XO wasn’t just about music — it was about branding, connections, and calculated industry moves. He emphasized that while the public narrative focuses on The Weeknd’s mysterious emergence, there were strategic players in the background helping to shape the empire.

How Belly “Finessed” His Way Into Roc Nation

Kama also spoke on how Belly transitioned from his Canadian label days into a deal with Roc Nation, Jay-Z’s entertainment powerhouse. He explained that Belly’s move wasn’t simply a matter of talent being discovered — it involved a combination of persistence, networking, and leveraging his role within XO.

Once inside the Roc Nation fold, Belly expanded his career as both an artist and a songwriter, contributing to hits for The Weeknd and other major acts. His deal solidified his position in the upper tier of the industry and gave him the resources to push his own music on a global scale.

Toronto’s Lasting Impact

The story of XO, The Weeknd, and Belly reflects the broader rise of Toronto as a music hub. From underground mixtapes to stadium tours, the city’s influence continues to shape global pop, R&B, and hip hop.

Kama’s account adds new depth to this history — showing that behind every chart-topping hit and iconic brand, there are stories of strategy, ambition, and a little bit of finesse.