By Jon Muñoz
Abel Tesfaye, known as The Weeknd, released his lead single, “Dancing In The Flames.” A music video sponsored by Apple accompanied the song and was shot entirely with the new iPhone 16 Pro.
From making one of the most played songs in music history, “Blinding Lights,” and headlining the 2021 Super Bowl halftime show, you probably heard The Weeknd. His unique style — a blend of falsetto vocals, atmospheric keyboard melodies, and intense percussion — sets him apart in the music industry. Additionally, in February 2023, the XO/Republic Records star became the initial music artist to amass 100 million monthly listeners.
Variety said, “The Weeknd has become the first artist in Spotify History to hit 100 million monthly listeners.”
The Weeknd’s achievement is remarkable because he accumulated millions of streams for nearly decade-old songs. Tracks like “Starboy” and “Die For You,” released in 2016, have each garnered billions of streams on Spotify alone. His wave of musical success and the enduring popularity of his previous material are a testament to his talent and the impact of his music on listeners.
The Weeknd has shown a strong commitment to creating narrative and conceptual projects. His albums After Hours, Dawn FM, and now Hurry Up Tomorrow all form a clever storyline centered around an alter ego created by The Weeknd. This alter ego undergoes emotional and physical changes, as indicated by the album covers, with the main focus being the character’s quest for inner peace and desire to escape personal conflicts in each chapter. Despite his passion for his work, The Weeknd intends to stop making music under this moniker and shift his direction.
“I’m going through a cathartic path right now. It’s getting to a place and a time where I’m getting ready to close the Weeknd chapter,” said Weeknd to W magazine in 2023.
Despite the surprising news, The Weeknd remained optimistic as he released his lead single, “Dancing In The Flame,” from his upcoming and potentially final studio album, Hurry Up Tomorrow. Like his recent work, the song incorporates an 80s synthpop influence, blending nostalgic aesthetics with modern songwriting. It has a smooth and catchy pop sound, making it another memorable favorite. The Weeknd also released an acoustic version of the song, adding an intimate and emotional layer to the track for those who want the softer side of his music.
In collaboration with Apple, The Weeknd decided to film the music video to the single to showcase the new and improved visuals the latest iPhone 16 can deliver.
“Shooting (in 4K resolution at 120 frames per second) really helped us to slow down reality,” said Eric Hendrickson, the video’s cinematographer, to CNET. “(It helped) slow down the elements, slow down The Weeknd’s movement. You didn’t have to think like, ‘oh, it’s just an iPhone.’ We just pushed it as far as we normally do, really creating epic shots.”
This is The Weeknd’s second collaborative product placement venture with Apple since a virtual reality YouTube video production with Apple Music in 2015. The product placement intends to demonstrate the capabilities of the iPhone 16 Pro, including its 48MP Fusion and 48MP Ultra-Wide cameras, along with the Apple ProRes Log, emphasizing its post-production features. The advertisement has been launched on broadcast TV, YouTube, various social media platforms, and Apple’s proprietary channels, including Apple Music.
The song and music video for “Dancing In The Flames” is out now. You can listen to it on all your favorite streaming platforms, like Spotify, YouTube Music, and Apple Music.