Rihanna’s highly anticipated “What Now” music video is now out.
“What Now” is the fifth single off Rihanna’s 2012 hit album Unapologetic. The dark visuals was directed by The Uprising Creative and shot while Rihanna was in Thailand on tour.
Rihanna’s latest music video reminds us of her R Rated era of a tortured Gothic look.
“It’s gonna be kind of eerie, very creepy because ‘What Now’ is one of those songs that you can get really boring with the visual,” Rihanna told MTV News. “You can get really almost expected,” she said. “Everybody’s probably expecting narrative type of video, a love story of some sorts or something really soft and pretty. It is pretty and kind of soft, but it’s really a little demented.”
Rihanna’s previous video “Pour It Up” which was released just over a month ago, has already rocked up 67.8 million views on YouTube.
Rihanna will be performing at the upcoming 2013 American Music Awards on November 24. She is also tapped to received an Icon Award.
Watch the official music video for Rihanna “What Now” below.