THE WEEKND has released the highly anticipated video for his recent summer hit “Often”. The single, which upon release immediately shot to the #1 spot on the Billboard Twitter Real-Time Chart, currently sits in the top 10 on multiple iTunes R&B charts around the world and saw a fury of spins via Soundcloud where it’s reached nearly 10 million hits since being released at the end of June. Moreover, it’s currently the #1 “Most Added” at both Rhythmic and Urban radio formats.

“Often” has been lauded by the likes of MTV, Stereogum, Revolt, Buzzfeed, Hypetrak and more and is just a taste of what’s to come. Directed by Sam Pilling, the video takes place in a surreal hotel environment profiling an after party that never ends.

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