The label has had six projects debut at number one on the Billboard 200: Beauty Behind The Madness, Starboy, My Dear Melancholy, Bad Habits, After Hours and Good Intentions, with the latter two both achieving this in the first half of 2020.

The mixtapes earned the Weeknd a following and recognition from mainstream publications, and helped grow the record label's reputation through various performances, song references and business ventures.

[14] On June 6, 2018, the Weeknd announced his new radio show Memento Mori run by the label on Apple Music 1.

The first show aired on June 8, 2018, where the Weeknd would play a mixture of songs that have influenced him in the music scene.

Often, he would invite his fellow XO members as well for other musicians as guests to host their own episodes in the scene to share their own taste in music.