Ri­hanna’s mu­sic video is ‘ de­mented’

The Star (Jamaica) - - ENTERTAINMENT -

Ri­hanna’s ‘ What Now’ video is ‘ de­mented’. The 25- yearold star is pre­par­ing to un­veil the full- length mu­sic video today 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 7a. m., which is kind of reg­u­lar for us on a video shoot.”

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