The singer sets a new record with the first single from ’25’
Adele’s music video for ‘Hello’ has been viewed one billion times on Vevo, setting a new record in the process.
The video is now the fastest to have reached the milestone in the platform’s history.
‘Hello’ also holds the record for the most views in a single day, overtaking Taylor Swift’s ‘Bad Blood’ by clocking up 27.7m views. As it stands, it is the second fastest to reach 100m views on YouTube.
Adele enlisted French-Canadian filmmaker Xavier Dolan (Mommy, Heartbeats) to direct the six-minute long music video.
“She wanted something memorable,” Dolan told Entertainment Weekly, “I thought I couldn’t do that because the song is unforgettable! But I was imagining something simple: a girl who is stumbling upon accessories in her house that are reminders of her past love, and going back into a relationship that is slowly going awry.”
The ’25’ singer is reportedly planning to launch her own fashion range later this year aimed at ‘stylish but busy mothers’.
Adele has been confirmed as one of the performers at this year’s Grammy awards ceremony, together with Kendrick Lamar and The Weeknd.