: 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
Musically, "Often" sits at the perfect intersection of his underground Trilogy roots and the polished pop success of Beauty Behind the Madness .
: The track produced one of his most iconic flexes: "She asked me if I do this every day, I said, 'Often'" .
"Often" was a major turning point that proved The Weeknd could bring his "sordid" and "unsettling" themes into the mainstream without losing his edge.
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" The Weeknd - Often (NSFW)
The official video, directed by Sam Pilling , is a masterclass in voyeuristic cinematography.
: It helped pioneer the hybrid genre of "moody R&B," influencing the sound and visuals of countless artists that followed.
