Video: Rihanna - 'What Now'
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.