Just in time for Halloween, The Weeknd dropped an epic, NSFW video for “Too Late” that straddles the line between a horror movie and an adult film. The release marks the latest visual off The Grammy Award-winning artist’s new album, After Hours.
The gruesomely captivating “Too Late” was helmed by Cliqua, who has previously directed videos for Bad Bunny, Rosalía, and J Balvin, among others).
Since releasing After Hours in March, The Weeknd has dropped a slew of equally cinematic, and dramatic, visuals – all of which follow the same, red-suited character. These include four videos by Swedish director Anton Tammi and a dramatic, animated visual for “Snowchild,” produced by D’ART Shtajio, Japan’s first Black-owned anime studio.
Although touring around After Hours wasn’t an option, amid the pandemic, the artist found plenty of creative ways to promote the album. In August, The Weeknd partnered with TikTok for a groundbreaking, cross-reality live-stream, which marked a first for the platform.
“The Weeknd Experience” pulled in more than 2 million total unique viewers, and recorded 275,000 concurrent viewers at its peak, setting a new TikTok record. The concert also raised $350,000 for the Equal Justice Initiative through donations and sales of limited-edition Weeknd x TikTok merch.
The Weeknd also teamed up with Spotify to create “Alone With Me” – an immersive AI microsite experience powered by listening data. The landing page offered fans a personalized conversation with a life-like rendition of the artist, as well as an intimate-yet-dynamic listening session of After Hours.
In other Weeknd news, the busy artist – who was recently included in TIME’s annual TIME 100 list – teamed up with the cult Japanese sandal brand Suicoke to design a collaborative line of products for his XO brand. The first release, available today, is inspired by the Moto style, and features a removable, Velcro XO logo patch on the strap. The model comes in an all-black upper, footbed, and outsole. Learn more at The Weeknd’s official store.