The timing couldn't have been worse. The Weeknd made a massive cringeworthy mistake on social media on Feb. 23, hyping up his latest project at the precise moment Russia began invading Ukraine.
At 10:35 p.m., the rapper tweeted, "LET'S GOOOOOOOO." That was just after Russian President Vladimir Putin announced the launch of what he called a "major military operation" in Ukraine.
A slew of The Weeknd's 15.6 million Twitter followers bristled at the message, considering the invasion was happening in real time in Europe.
"Bro tweeted this while WW3 going on," one person wrote. Another urged, "You should probably delete this before it gets taken out of context even more."
"Where are u living in? Don't you read any kind of news?" pondered another.
The "Blinding Lights" singer's feed was bombarded with fan messages telling him to delete the tweet — worse, some fans even assumed he was cheering on Russian military forces and siding with the Kremlin.
"I mean, not the best timing," a user said while attaching a screenshot of a Twitter feed showing The Weeknd's nondescript tweet sandwiched in between news stories about the invasion.
After the tweet marinated for more than two hours, the rapper, born Abel Tesfaye, realized what was unfolding and decided to delay the announcement of his mysterious project.
"Unfortunately I'm just now seeing what's happening with the conflict and will pause on tomorrow's announcement," he tweeted. "I pray for everyone's safety."