What’s going on in the world of Rihanna!? By this time each year since 2009, there’s been a new Rihanna album doing the rounds. November 2009 it was ‘Rated R’, November 2010 it was ‘Loud’, November 2011 brought us ‘Talk That Talk’ and in November 2012, it was ‘Unapologetic’. But this year, nothing but the sounds of silence.. and her latest single ‘What Now’. It’s clear the poor love needs a little bit of a break – and perhaps we’re in need of a bit of a break from her too, with her more recent singles beginning to falter in charts across the globe.
The clip is relatively simple, confined predominantly to just the one room, but Rihanna – as always – gives it all she’s got performance-wise. The directors and editors have also worked their magic in order to get an end product that’s engaging and watchable.