Rihanna's new music video "What Now" has arrived in full via VEVO. Described as "a little demented", the video plays with silhouettes and eerie images of Rihanna as a lonely woman longing to feel anything at all.
"It's going to be kind of eerie, very creepy," Rihanna dished out when she shot the video last September in Phuket, Thailand. "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."
Rihanna went for both cream and black gowns with glamor gothic overall look. "The two looks we came up with were actually really last-minute," clothing designer Adam Selman said. "The first dress in the white room is a dress I made for a shoot that never got used and it got lost in the mail for like a month, and then it turned up."
The video, which is directed by Darren Craig, Jeff Nicholas and Jonathan Craven of The Uprising Creative, was supposed to be shot over two days but Rihanna was feeling "hyper" that it was completed within 22 hours. "It's still day one," Rihanna said when the cameraman joked they were in day two. "I mean it's hyper, it's extended. Why go home when you can come here and keep shooting?'
"What Now" is one of the singles from Rihanna's seventh studio album "Unapologetic". It is included in the set list of her Diamond World Tour.
Rihanna's "What Now" music video