The Weeknd - Often (nsfw) Apr 2026

Musically, "Often" sits at the perfect intersection of his underground Trilogy roots and the polished pop success of Beauty Behind the Madness .

: More than just a marketing tag, the explicit visuals of lingerie-clad models and hazy, drug-addled moods were essential to his "dark philosophy" of R&B. 3. Cultural Impact & Legacy

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

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

: Built on a deep, ice-dark bass and a haunting Turkish vocal sample , the track creates a "night time is the right time" atmosphere. Musically, "Often" sits at the perfect intersection of

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

The official video, directed by Sam Pilling , is a masterclass in voyeuristic cinematography. Cultural Impact & Legacy : The track produced

: It helped pioneer the hybrid genre of "moody R&B," influencing the sound and visuals of countless artists that followed.