Rihanna’s ‘What Now’ video which will be unveiled on Friday is “really a little demented.”
The 25-year-old star is preparing to unveil the full-length music video on Friday and was keen to defy expectation and produce “eerie” footage instead of opting for a “soft and pretty” love narrative.
In behind-the-scenes documentary footage she said: “Today we’re shooting the music video for my latest single from my latest album, ‘Unapologetic’. The song is ‘What Now’. It’s going to be kind of eerie, very creepy because ‘What Now’ is one of those songs that you can get really boring with the visual.
“Everybody is probably expecting a narrative video and a love story of some sort, and something really soft and pretty. It is kind of soft but it’s really a little demented.”
The video was directed by Darren Craig, Jeff Nicholas and Jonathan Craven and was supposed to be completed within a two-day period in Phuket, Thailand but Rihanna wasn’t keen to take a break and decided to complete it within 22 hours.
When the cameraman quipped that they were on the second day of the shoot, Rihanna replied: “It’s still day one. I mean it’s hyper, it’s extended. Why go home when you can come here and keep shooting?”
Rihanna’s team were thrilled with the location and revealed she is performing an “exorcism-type” ritual in the video.
Stylist Mel Ottenberg said: “This time is crazy because I’ve been on tour with Ri, and I’ve never really been on tour before. It looks fantastic and the real difference is that we’re in Thailand, which is amazing. We’re shooting in a warehouse and she’s kind of performing an exorcism-type thing. It’s 7am, which is kind of regular for us on a video shoot.”