It’s rare for an artist as controversial as The Weeknd to gain as much mainstream recognition as the Canadian crooner has already accumulated. But, when you sound like Michael Jackson, have an attention-getting haircut, and are seriously, seriously talented; sometimes unlikely things happen.

And the stylish new video for the Kanye West-produced ‘Tell Your Friends’ song from the artist’s new album ‘Beauty Behind the Madness’, and helmed by filmmaker Grant Singer, seems to be very aware of the popular turn the artist’s career has taken. In the video, the singer appears to bury himself, or at least a side of himself, perhaps hinting that the popular tones he’s hit recently- the ones that have propelled him to serious popularity, might soon be abandoned in favor of a return to his darker, grittier roots. While it’s certainly open for interpretation, the song, and video are both very cool, and can be viewed below.