Giving her fans a little weekend treat, Rihanna just released the gray-scale themed dark, artsy visual for her emotional stand-out song "What Now," the sixth single from Barbadian singer's seventh studio album "Unapologetic." As promised, Rihanna is both creepy and pretty melancholy in her new video. The simple visual focuses on the singer as she mopes in a sparse warehouse space, possessed by her loneliness, but it's definitely visually engaging. Love has pushed Rihanna off the deep end and has her screaming out and banging on walls.
The Nathan Cassells and Kuk Harrell co-produced piano-led mid-tempo pop ballad is definitely a darker and more introspective track that seems like Rihanna just might be pulling from past love gone wrong experiences, and it doesn't resort to being overtly sexual or defiantly callous, which gave us the feeling that she stripped away her armor for a moment and actually allowed herself to be 'real,' as she physically throws herself on the ground and convulses like someone gone crazy. Rihanna's in trouble. That's the overall connection between the lyrics and visual interpretation we're supposed to take away from her video for "What Now."
The 25-year-old songstress spoke to MTV News before the release of the clip, explaining, "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." The singer made it clear she wanted to take a different direction than the expected. "Everybody's probably expecting narrative type of video, a love story of some sorts or something really soft and pretty," she told MTV. "It is pretty and kind of soft, but it's really a little demented."
Filmed in Thailand, the Jeff Nicholas, Jonathan Craven, and Darren Craig-directed clip features a dark, isolated and emotionally drained Rihanna who's all alone in a dirty, empty room slowly losing it as she sings her way through the angst-filled ballad, that might give off a sense of dementia but the song's lyrics and the overflow of emotion and raw thoughts suggested by the song gives a different perspective of what's going on within. Rihanna rocks a mullet and goth-inspired attires in this one with the overall eerie, tortured vibe, and much of that is exhibited in her actions and movements, which at times look a little bit like an exorcism.
The Nathan Cassells and Kuk Harrell co-produced piano-led mid-tempo pop ballad is definitely a darker and more introspective track that seems like Rihanna just might be pulling from past love gone wrong experiences, and it doesn't resort to being overtly sexual or defiantly callous, which gave us the feeling that she stripped away her armor for a moment and actually allowed herself to be 'real,' as she physically throws herself on the ground and convulses like someone gone crazy. Rihanna's in trouble. That's the overall connection between the lyrics and visual interpretation we're supposed to take away from her video for "What Now."
The 25-year-old songstress spoke to MTV News before the release of the clip, explaining, "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." The singer made it clear she wanted to take a different direction than the expected. "Everybody's probably expecting narrative type of video, a love story of some sorts or something really soft and pretty," she told MTV. "It is pretty and kind of soft, but it's really a little demented."
Filmed in Thailand, the Jeff Nicholas, Jonathan Craven, and Darren Craig-directed clip features a dark, isolated and emotionally drained Rihanna who's all alone in a dirty, empty room slowly losing it as she sings her way through the angst-filled ballad, that might give off a sense of dementia but the song's lyrics and the overflow of emotion and raw thoughts suggested by the song gives a different perspective of what's going on within. Rihanna rocks a mullet and goth-inspired attires in this one with the overall eerie, tortured vibe, and much of that is exhibited in her actions and movements, which at times look a little bit like an exorcism.
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