The Weeknd has teamed up with Apple for the release of his upcoming single, “Dancing in the Flames” from Hurry Up Tomorrow, the final part of a trilogy that began with 2020’s After Hours and 2022’s Dawn FM. The new music video was shot entirely on the iPhone 16 Pro and was directed by frequent collaborator Anton Tammi alongside director of photography Erik Henrikkson.
The Weeknd’s Hurry Up Tomorrow album was announced on September 4, with a visual teaser and a press release statement explaining its place in The Weeknd’s trilogy as “the creative apex of the project, serving as the third and final chapter crafted with existential and self-referential themes as seen with the latest visionary teasers that have set fans ablaze with anticipation for this concluding installment.”
“Dancing in the Flames” will be the first single from Hurry Up Tomorrow.
The collaboration between The Weeknd and Apple on the “Dancing in the Flames” music video was shot in 4K 120fps and Dolby Vision, and pushes the boundaries of what smartphone cameras can do. The video showcases the iPhone 16 Pro’s cutting-edge capabilities and features, such as 48MP Fusion and 48MP Ultra Wide cameras and Apple ProRes Log and highlight post-production capabilities.
In a behind-the-scenes clip, which premiered at Apple’s It’s Glowtime event, Henrikkson praised the iPhone 16 Pro, noting that the device is beginning to “erase the line between what’s considered a ‘professional camera’ and what’s not.” He added, “I was blown away by how the iPhone picked up the strong highlights and deep blacks, especially with the bright HDMI backlights hitting the rain in the shot. The contrast management was exceptional, and it looked amazing on The Weeknd’s face.”
The single artwork for the song was also shot on an iPhone.
Of course, this is just the latest installment in Apple’s long-running Shot on iPhone campaign. You can preorder the new Pro phones on Friday, September 13, and they’ll be available in stores across the country on September 20.
For fans of The Weeknd, the release of “Dancing in the Flames” is just the start of a new era… although there is no confirmed date as of yet for the release of the Hurry Up Tomorrow album.
The Weeknd will then drop the full music video for “Dancing in the Flames” on Friday, September 13, 2024 on his own social channels. Until then you can watch this promo.
