The clip finds the star performing at an eerie masquerade ball with attendees wearing opulent masks, which fans on Twitter theorize is in reference to "fake" celebrities at awards shows. More specifically, XO believe the entire video is shading the Grammys for not giving The Weeknd any nominations for the 2021 ceremony, despite the commercial and professional success of his After Hours album and its single "Blinding Lights."
There are a few visual hints adding fuel to the theory, most notably at the 1:50 mark, where Abel Tesfaye is seen holding a gold trophy. "I broke your heart like someone did to mine / And now you won't love me for a second time," he sings before he throws the award away. Additionally, the faux face is thought to represent pressure from the music industry to be "perfect," though the singer himself has not confirmed any of the video speculation.
See some fan theories below.