The Weeknd's new album, judging by the singles, will be the most non-conceptual of the trilogy "After Hours" - "Dawn FM" - "Hurry Up Tomorrow".

"Dancing In The Flames" (https://www.youtube.com/watch?v=MLlSSJ0z7xM) is a very neat single with the already familiar synths from the 80s and the ubiquitous Max Martin. The video does not provide any context at all, because, in fact, it is an advertising campaign for the iPhone 16 Pro.

"Timeless" (https://www.youtube.com/watch?v=5EpyN_6dqyk) with Carti is a catchy trap with Mike Dean's space synths on the beat. A very ordinary video, filmed in one location somewhere in a warehouse.

"São Paulo" (https://www.youtube.com/watch?v=2kjolTLZ_Mg) with Anitta is a baile funk with a Brazilian superstar and body horror as a visual. Obviously, this single will be the most viral, considering how it was promoted on social networks before its release, Anitta's audience and the popularity of baile funk.

Looks like The Weeknd is exploring different sounds and visuals for each single in the upcoming album. The mix of 80s synths, trap beats, and baile funk definitely adds variety. It's interesting to see how music and marketing strategies are blending together in the music industry today.