: Critics have noted that while the lyrics brag about sexual prowess, the delivery makes the lifestyle sound like an "absolutely exhausting burden". It captures that 3 a.m. nihilism where excess meets emptiness. 2. Visual Storytelling: Sam Pilling’s Hotel Noir
: It helped pioneer the hybrid genre of "moody R&B," influencing the sound and visuals of countless artists that followed. The Weeknd - Often (NSFW)
"Often" was a major turning point that proved The Weeknd could bring his "sordid" and "unsettling" themes into the mainstream without losing his edge. : Critics have noted that while the lyrics
Musically, "Often" sits at the perfect intersection of his underground Trilogy roots and the polished pop success of Beauty Behind the Madness . Musically, "Often" sits at the perfect intersection of
The official video, directed by Sam Pilling , is a masterclass in voyeuristic cinematography.
When Abel Tesfaye released the NSFW music video for "Often" in 2014, it didn't just promote a single; it solidified the "nocturnal" aesthetic that would define an entire era of R&B. 1. The Sound of "Exhausting Luxury"
: A surreal, high-end hotel room where an after-party seemingly never ends.