The Weeknd - Often (nsfw) -

: The track produced one of his most iconic flexes: "She asked me if I do this every day, I said, 'Often'" .

The official video, directed by Sam Pilling , is a masterclass in voyeuristic cinematography. The Weeknd - Often (NSFW)

Does "Often" represent the peak of Abel’s dark R&B era, or did he perfect this vibe later on After Hours ? The Weeknd – Often Lyrics - Genius : The track produced one of his most

: It helped pioneer the hybrid genre of "moody R&B," influencing the sound and visuals of countless artists that followed. The Weeknd – Often Lyrics - Genius :

: 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

"Often" was a major turning point that proved The Weeknd could bring his "sordid" and "unsettling" themes into the mainstream without losing his edge.

: A surreal, high-end hotel room where an after-party seemingly never ends.