New single rollout and strategic tie-in

Selena Gomez has released the music video for “In the Dark,” a track connected to the Season Two soundtrack of Netflix’s dramedy “Nobody Wants This.” The drop extends Gomez’s 2025 pivot back to high-tempo pop after a run of slower, confessional singles. The visual leans into midnight textures and close-up choreography, positioning Gomez as both narrator and observer, a choice that echoes the series’ tone—sharp, self-aware, and a little bruised. Releasing a soundtrack single this late in the season is calculated: it can reignite episodic buzz and push the show into new-viewer discovery queues ahead of the weekend.

Music-TV crossovers remain a proven attention engine. Soundtracks often spike streams in the 72 hours after a video premiere, and a stand-alone visual gives the song an independent runway on platforms outside the show. For Gomez, who straddles actor-producer and pop star lanes, the tie-in also reinforces a broader brand narrative: control over story and sound.

Rollout strategy and early reaction

The move arrives as pop houses warm up for the holiday release cycle. A clean, high-gloss edit—no cameos, no plot crutches—signals confidence in a single built for playlists rather than plot summaries. Early fan chatter fixates on the chorus hook and the way the bridge breaks into a half-tempo sway, a familiar Gomez signature. The creative through-line keeps the focus on stamina and renewal, themes that suit a performer who has spent the past few years calibrating work around wellness and craft. For the series, the benefit is reciprocal: the song gives Season Two a late-season tent-pole moment that can be cut into trailers, recaps and TikTok trends. Expect “In the Dark” to slot near the top of the week’s New Music Friday roundups and to show up on “escapist pop” and “late-night” playlists by default. If the video’s completion rate holds, the track has legs well beyond the show’s finale.