New Video: Rihanna “What Now”

New Video: Rihanna “What Now”

Rihanna "What Now" 1Rihanna "What Now" 3Rihanna "What Now" 4

When Rih wasn’t with Drake, this past week, she was teasing us with sneak peek photos from her new video via Instagram. It’s finally here!

Rihanna just dropped the video for her latest single What Now featured on her album Unapologetic and we love it!

The eerie video was filmed in the white concrete walls of a setting in Thailand and features Rih with a gothic style hair cut gyrating in possession style movements in front of the camera, reminiscent of her video Disturbia. The video also portrays the singer pulling on her hair and cradling in corners while belting out the emotional broken heart lyrics. She sings:

Whatever it is, it feels like
It’s laughing at me through the glass of a two-sided mirror
Whatever it is, it’s just sitting there laughing at me
And I just wanna scream…

What now? I just can’t figure it out…

The video was directed by Jeff Nicholas, Jonathan Crave, and Darren Craig get into it below.

And while Rihanna is still on her World Diamonds World Tour, she will be making a pit stop for the American Music Awards at the NOKIA Theater in L.A. to be the recipient of the AMA’s first ICON award. The award was created just for her.

AMA producer Larry Kelin says:

The first-ever Icon Award was created to honor an artist whose body of work has made a profound influence over pop music on a global level. Rihanna’s iconic and innovative sound has enabled her to become one of the most influential and best-selling artists of all time.

Rihanna is also scheduled to perform at the show. The AMA’s will air live on Sunday, November 24th.

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