In honour of his birthday, The Weeknd released the video for his new single ‘Reminder’, from his Juno award-nominated album, Starboy. Now one of the most prominent artists in the world, the powerhouse recruited an all star crew of celebrity friends including Drake, ASAP Rocky, Bryson Tiller, Travis Scott, French Montana, YG and Belly to make appearances in the video.
The Starboy album appears to have marked a key moment in the Weeknd’s career. From his mercurial House of Balloons days, The Weeknd has fought his way from rebellious outsider operating on the fringes of alternative RnB through to the top of the Billboard charts. Now as he enjoys the fruits of his labour we see an indulgence in the kind of hedonistic lifestyle that characterises the heights of fame; from speculation around his relationships with singer Selena Gomez and model Bella Hadid, to the change in image so typified by the cutting of his iconic hairstyle. It is the mark of a man who has found his stride within commercial culture.
As for The Weeknd’s lead single ‘Starboy', the song is spending its 20th consecutive week atop the Hot RnB songs, trying the record for most weeks at No.1 on the 5 year old chart. The track matches Drake’s 20 week reign with ‘One Dance’ - which topped the list between May and September 2016.