The Weeknd: Blinding Lights
Abel Tesfaye's new single, one that doubles as a long Mercedes-Benz ad, features '80s style synths and is a refreshing change of pace for the global star.
By Kerry Doole
The Weeknd - Blinding Lights (Universal Republic Records/UMG): This new cut from The Weeknd is, in essence, an ad for Mercedes-Benz, yet is being treated as a legit single for chart purposes. Given the current blinding star power of Abel Tesfaye, it will of course rocket up those charts faster than a Merc on the autobahn.
The Weeknd has been named Creative Director of Mercedes-Benz's "Enjoy Electric," campaign, one that celebrates the market launch of the Mercedes-Benz EQC, the famed car company's all-electric EQC. The campaign features a TV ad, a long-format film, and four product films available on the brand's social media channels, with The Weeknd the main protagonist of the films.
The track itself has a different sonic vibe than The Weeknd's signature dark contempo R&B, thanks to pulsating synths with an '80s Anglo electro-pop feel (his other new single, Heartless, sticks to his original template). Lyrically, it references lost love, so of course the blogosphere is speculating over whether Bella Hadid or Selena Gomez is the source material.
The accompanying video is sleek and polished, featuring vignettes of M-B models through the years. Definitely eye-catching, and you can bet it will register high view totals as word gets out.
The Weeknd's upcoming fourth studio album, reportedly entitled Chapter V1, is expected in 2020