Video: Rihanna – ‘What Now’

Rihanna

Rihanna is back in black in the dark and eery video for “What Now,” the fifth single off her 2012 album Unapologetic.

Directed by The Uprising Creative, the four-minute clip was shot over the summer in Phuket, Thailand. A tortured RiRi rocks a “red carpet goth” look reminiscent of her Rated R era as she performs in a white room.

“It’s gonna be kinda eery, very creepy because ‘What Now’ is one of those songs that you can get really boring with the visual,” said Rihanna. “Everybody’s probably expecting like a narrative type of video, a love story of some sorts, something really soft and pretty. It is pretty and kinda soft, but it’s really a little demented.”

The 25-year-old singer will receive the first-ever Icon Award and perform at the 2013 American Music Awards on Nov. 24.

Watch her unleash her demons in the haunting visuals.



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51 Comments

  1. LAX

    Is it over yet?? What a Waste of my time. Where CiCi??

    [Reply]

    meme Reply:

    @LAX, good question

    [Reply]

    KenBarbUK Reply:

    @meme,

    The Shade of it all *fans self

    [Reply]

    devoted Reply:

    @meme, bitch please shut up cici is attending shows lookin good while rihanna suckin dick for the next track / flop album p.s. at lease c-error gettin married to a real man who didnt kick her face in. kee @that *takes a seat* who found love in a abusive place? ill wait boo boo

    [Reply]

    The Crowd Updater Reply:

    @LAX, You played yourself as soon as you asked “Where’s Cici?”

    [Reply]

  2. JAYSHREE

    she never ever disappoints me love it what now

    [Reply]

  3. LAX

    “The 25-year-old singer will receive the first-ever Icon Award and perform at the 2013 American Music Awards on Nov. 24″

    Are We getting Punk’d or what? April Fools past already

    [Reply]

    Bob Reply:

    @LAX, Ciara, stop writing shit on the low, log on your own account!!

    [Reply]

    devoted Reply:

    @LAX, honestly i think we are, i belive there gonna bring out beyonce and punk rihflop on live television *dips* hehe XD

    [Reply]

  4. SweetBrownSugar

    Nice video for a good, one of my favorites on Unapologetic! Simple is better

    [Reply]

  5. SweetBrownSugar

    oups! * for a good song (of course)

    [Reply]

  6. JAYSHREE

    so much hate already jealously makes you nasty she wins everyday

    [Reply]

  7. LAX

    @Bob How about you go play with yourself somewhere else.

    [Reply]

  8. LAX

    @JAYSHREE it’s a shame your delusional. Go put on your glasses and watch the video again

    [Reply]

  9. meme

    never disappoints….such a chemeloen (sp)

    [Reply]

    KenBarbUK Reply:

    @meme,

    *chameleon

    I agree she always come through with her music video.

    [Reply]

  10. JAYSHREE

    i like so i will watch it has many times has i want the rest of u go do something

    [Reply]

    KenBarbUK Reply:

    @JAYSHREE,

    *as

    Instead of wasting your time re watching the video ,you may need to re take a spelling test has many times .

    The fact that u did it twice /facepalm
    HA.

    [Reply]

    RIHANNABISSH Reply:

    @KenBarbUK, And do you want a cookie for correcting him ? FOH

    [Reply]

    KenBarbUK Reply:

    @RIHANNABISSH,

    No thanks the satisfaction of me knowing I’ve helped this young man is rewarding itself

    [Reply]

  11. kate

    good job

    [Reply]

  12. LAX

    One Sad Person. smh

    [Reply]

  13. Ciarastan

    this is gonna flop………………….

    [Reply]

    KenBarbUK Reply:

    @Ciarastan,

    Funny.

    [Reply]

    The Crowd Updater Reply:

    @Ciarastan, This video is gonna flop like what…Cici’s career?

    [Reply]

  14. kate

    gtfo ciara fans

    [Reply]

  15. KenBarbUK

    I think this has to be my favourite music video from RiRi.

    [Reply]

    RihannaNavy999 Reply:

    @KenBarbUK, do you have a life? You practically live on rap-up.com

    [Reply]

    NickiRiri Reply:

    @RihannaNavy999, Why do you attack him like that, he can do whatever he wants. I like yours comments on rap-up @KenBarbUK

    [Reply]

    RihannaNavy999 Reply:

    @NickiRiri, LOL shut up @kenbarbuk! No need to use fake accounts..

    [Reply]

    KenBarbUK Reply:

    @RihannaNavy999,

    Bitch please lol.

    That was a genuine supporter.

    [Reply]

    KenBarbUK Reply:

    @RihannaNavy999,

    For replying to a bunch of comments all under 10 minutes. Bye Felicia

    [Reply]

  16. Mamie

    Oh I love rihannahhhh

    [Reply]

  17. The Crowd Updater

    The video is definitely not one of Ri’s more interesting or better ones, but all these Ciara fans coming in to hate on it, is just…
    I’m not even a big Ri fan, but
    1. When will your fave?
    2. The answer is never
    3. Instead of coming to another artist’s post to compare her to #Struggle-Cici, why don’t the lot of you go support Ciara on her own articles?

    [Reply]

  18. BEDSTUYFLY

    I LOVE HOW SHES SO VERSATILE. LAST MONTH IT WAS FULL RATCHET AND RAUNCHY WITH POUR IT UP. THIS MONTH ITS SOFT, EDGY AND DARK. AND GREAT VOCALS.

    HATERS EXIT STAGE LEFT.

    [Reply]

  19. Super Cisus

    Disgusting slut

    [Reply]

    devoted Reply:

    @Super Cisus, AMEN

    [Reply]

  20. HOTBLACKTEA

    FLAWLESS!!!

    [Reply]

  21. LAX

    *YAWN*

    [Reply]

  22. Dots

    I like that its simple. Definitely one of my favorite songs off of Unapologetic

    [Reply]

  23. Mordecai

    Great song. Great video. RiRi never disappoints us… the haters can go jump in a ditch

    [Reply]

  24. Princejawsh

    Y’all been hating since day 1, it ain’t stopped her then it ain’t stopping her NOW! #Navy

    [Reply]

  25. Meeka

    I loveeee that song!! The video goes with it… Good job Rih!! Can’t wait to see u shutting it down at the AMA!!

    [Reply]

  26. Truth

    EMINEM probably jacking off to this video. I hope they be together cause they seem to compliment each other especially since they BOTH suffered through hard times..

    [Reply]

    devoted Reply:

    @Truth, LETS NOT FORGET THERE BOTH DRUG ADDICTS BOO =-)

    [Reply]

    Truth returns Reply:

    @devoted, Ok? What’s your point. I’m talking about their relationships.

    [Reply]

  27. Livy

    I love the song, but the video was kind of boring to me…

    [Reply]

  28. ?

    Love the song but I felt like she could’ve done more with the video. This is just another Russian Roulette/ Take A Bow & so on and so forth and what not.

    [Reply]

  29. Chloé Magnolia

    Yes, honey! This look works well for her.

    When I saw the preview, I wasn’t impressed. I thought it was going to be a lot of the same thing, but they kept it interesting.

    [Reply]

  30. chris_shorts

    so funny haters will forever hate lol yall have no lives give credit when its due this video is good and very nice and shes worked hard this year so stop hating lol its a little played out #iconic

    [Reply]

  31. TrinaFan

    Still don’t understand why this is a single. Love me Rihannna but it def wasn’t my fave on Unapologetic. The video’s kind of boring too. I’m ready for the next era! Leggo gurl!

    [Reply]

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