The Weeknd has a released a video for Starboy single "Reminder" that features cameos by A$AP Rocky, Bryson Tiller, Drake, French Montana, Travis Scott, YG and more. Yet, despite the star-studded affair, the video is by far the most generic set of visuals The Weeknd has released to date.
In August of 2015, Yoh wrote an article that detailed the hidden story that was unfolding in the visuals that were released to accompany The Weeknd's Beauty Behind The Madness album. However, The Weeknd that we thought we knew from that series of videos was dead and gone by the time the hitmaker unveiled his evolutionary "Starboy" video last fall, which was followed shortly thereafter by the creative yet different accompaniment for "False Alarm."
As a result of the dramatic left turn in visual direction from Beauty Behind the Madness to Starboy, before the end of 2016, Yoh once again took a deep dive into The Weeknd's videography, this time offering up an absurdly detailed conspiracy theory about the connection between all his visuals. Regardless of his creative approach, though, The Weeknd maintained his reputation for giving viewers something to talk about.
This video for "Reminder," though? Yeah, no in-depth investigations will be necessary.
Director Glenn Michael, who was at the helm for The Weeknd's "King of the Fall" and recently worked with Big Sean on "Bounce Back," employs a cinematic sheen that gives the video the same aesthetic as his previous videos, but the storyline and content are missing in action.
If you enjoy watching The Weeknd and his music celebrity friends and collaborators drive expensive cars and hang out in airport hangars and fancy backyards, you probably won't need a reminder to press play on "Reminder." On the other hand, if you've come to expect videos from The Weeknd that contains a true story arc, intricate details that are woven into the fabric of the treatment and a surprise ending, you should prepare for disappointment.