Rihanna New Song 2013: Singer Releases Eerie New Music Video 'What Now' [WATCH]
After previewing fans with the behind-the-scenes photos earlier last week, Rihanna finally debuts the full visual for "What Now," the sixth single off her 2012 album, "Unapologetic." In the creepy yet beautiful music video, the pop diva certainly tones it down from the previous twerking-filled "Pour It Up" visual, expressing more of her artistic and vulnerable side simultaneously.
Directed by Jeff Nicholas, Jonathan Craven and Darren Craig, the clip for melancholy piano ballad was filmed in Thailand, one of Rihanna's "Diamonds" world tour stops. The simple video largely features her singing the song, emoting and writhing alone in an empty warehouse space.
The visual is highly emotional, which shows the 25-year-old singer possessed by her loneliness and on the verge of destruction. It also shares several common factors with Rihanna's music videos from the past, which accentuates the dark sadness of the haunting "What Now" video.
When the camera is not focused on the singer, it shifts to shots of thunder, a gloomy sky and a tunnel, which all symbolize her solitude and the eerie atmosphere of the clip. Similar technique was also used in Rihanna's "We Found Love" visual, where rapid-paced shots of blinking eyes and fireworks were used in between the scenes.
Rihanna's latest music video also shares things in common with her "Disturbia" visual. Both clips have a dark, supernatural vibe, which is expressed by using methods of layered shots, along with 3-D effect.
In addition, there are more effects that dramatize the visual, such as a cross burning, lions appearing ready to rip each other, and lots of ghostly images shown of the singer.