Starting off by depicting a burning bush in the desert, The Weeknd’s new video continues the story that seems to have been developing since Often (you have to leave out Earned It).  The creepy man (or maybe lady due to the facial features) is back and there is just as much symbolism here as there was in the previous installments.  The track itself has a old-school R&B styled production and has the singer telling the listener that he’s the same guy that they have always known.  It plays about two-thirds of the way through before transitioning into Real Life, the first track on his upcoming album.

Anyone who has been listening to the singles from this album will note that, with the exception of The Hills, Abel’s production choices have been decidedly more mainstream this time around.  His lyrical content has remained pretty much the same, but there is an accessibility here that wasn’t there when we first got when House Of Balloons dropped in 2011.  While some may balk at the move, I see it as just another step in the artist’s development and maybe taking a step away from some of the sonic chaos of Kissland.  There is also the fact that there are new fans, who jumped on the bandwagon after the release of Earned It, who aren’t familiar with the singer’s more OVO, Marvin’s Room moments.  I have a feeling that this album will seek to combine those camps into one cohesive unit so that he can continue the successful streak that he’s been on.

Beauty Behind The Madness comes out August 28.