How did The Weeknd become so popular without doing any interviews/promotion?

The Weeknd, whose real name is Abel Tesfaye, has given only a very small number of interviews. So, how did he become so popular? Apparently in February, 2011, he loaded three new songs on YouTube under the mysterious user name “xoxxxoooxo” and the band name “Weeknd”. Two short weeks later, an online magazine, Pitchfork, focusing on independent music featured Weeknd’s “What You Need” as a “Best New Track”.

Tesfaye caught the attention of Drake’s buddies and he then later that year appeared on Drake’s album, “Take Care”. Soon he was performing at music festivals, touring around the United States, and appearing on TV’s Saturday Night Live and David Letterman.