When The Weeknd and Anitta released their single “São Paulo” on October 30, 2024, they didn’t just put out a catchy song. They dropped a music video that immediately grabbed attention, sparked debate, and took over social media. Directed by Freeka Tet, it dives into surreal, body-horror-inspired imagery, delivering a mind-blowing and unsettling visual experience.
The concept is simple to describe yet strange to watch. Anitta appears masked in public, her midriff exposed and shaped into a pronounced baby bump. At one point, it seems to go into labor. Instead of a child, a mouth appears around her belly button, singing The Weeknd’s lines. That moment quickly became the clip’s defining image and the main reason it went viral. Fans and critics described it as provocative, eerie, and in some cases, grotesque.
Releasing the video on Halloween was clearly intentional. The visuals are designed to disturb in ways that suit the season. Anitta’s mask recalls classic horror motifs, while the dark urban streets and jittery camera work create a dreamlike, sometimes nightmarish atmosphere. Media outlets immediately highlighted the Halloween timing, framing the video as a daring and seasonal visual.
The video was teased in the days leading up to its release. Anitta shared a fake ultrasound showing a small creature with sharp teeth and a tail and posted it with the release date. Fans also noticed the Rejuvenique-style white mask in her promotional photos. These teasers built anticipation, but the final result still shocked many who had only seen the previews.
Interpreting the video is not straightforward. Some see it as a symbol of rebirth or artistic transformation tied to The Weeknd’s album narrative. Others view it as a calculated shock piece designed to generate attention. Some interpret it as a commentary on control, identity, and commodification, especially with Anitta taking on both a maternal and performative role. Online discussions ranged from serious analysis to jokes and outright disgust.
Musically, “São Paulo” fits within The Weeknd’s Hurry Up Tomorrow era and incorporates Brazilian funk elements that highlight Anitta’s influence. Critics noted how his cinematic, moody production blends with her rhythmic energy. The contrast between the song’s grooves and the unsettling visuals makes the project feel deliberately dissonant, forcing viewers to engage fully with both audio and imagery.
The video sparked broader conversations about taste, boundaries, and artistic responsibility. Some praised the ambition and the willingness to experiment. Others argued that it relied too heavily on discomfort to generate clicks. This debate reflects a broader moment in pop culture, where shock visuals can be both a creative tool and a polarizing element.
If you are watching this video for the first time, be prepared to feel unsettled. Notice recurring motifs like masks, anonymity, and transformation. They may point to the artists’ intentions or simply serve as striking visuals designed to leave a lasting impression.
In the end, “São Paulo” is a music video that will be remembered. It is a Halloween-ready piece of pop theater, combining audacity, unease, and visual risk. Whether viewers love it or hate it, the clip succeeds by provoking a response, which is often the goal in today’s crowded world of pop visuals.
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