14 DAY TRIAL // Rihanna made it rain and twerked her way into infamy with her most recent video, for “Pour It Up,” but she’s serving an extra dose of sweetness, vulnerability and emotion with her new one, for “What Now.”
Teased in pictures only a few days ago, the official music video for her latest single is a strange combination of sweet and aggressive, which is precisely what she was gunning for.
You can see the video in full above. It was shot in a studio in Thailand and was directed by the guys from The Uprising Creative, Darren Craig, Jeff Nicholas and Jonathan Craven and it is, without a doubt, one of Rihanna’s best to day.
“It's gonna be kind of eerie, very creepy because ‘What Now’ is one of those songs that you can get really boring with the visual. You can get really almost expected. Everybody's probably expecting narrative type of video, a love story of some sorts or something really soft and pretty. It is pretty and kind of soft, but it's really a little demented,” Rihanna said a while back.
So, the video skips the narrative and conveys the impression of vulnerability and violence through Rihanna’s body only.
Enjoy!