Tesfaye met Jeremy Rose in 2010, a producer who had an idea for a dark R&B musical project. Rose played one of his instrumentals for Tesfaye, and then Tesfaye freestyle rapped over it. This led to the two collaborating on an album. Rose produced three songs: "What You Need", "Loft Music", and "The Morning", along with others that were ultimately scrapped. Rose let Tesfaye keep the tracks he had produced under the condition that he would be credited for them. In December 2010, Tesfaye uploaded "What You Need", "Loft Music" and "The Morning" to YouTube under his stage name, although his identity was initially unknown. The songs drew some attention online, and were later included in a blog post from Drake. Drake's blog post helped the songs receive coverage from various media outlets, including "Pitchfork" and "The New York Times". Before adopting the stage name "The Weeknd", he worked under the aliases of "The Noise" and "Kin Kane", and was also in a group with JessieRay called "Bulleez n Nerdz."