Rihanna’s “What Now” Music Video Is A Runway Goth Nightmare

Rihanna's got some demons to exorcise and we've got front-row seats to the event. Her latest video for "What Now," the forth single off her seventh studio album, Unapologetic, takes us back to her "Disturbia" daze days, a stark contrast from her recent music video for "Pour It Up," an ode to strippers and debauchery. Here, we find the singer isolated in an über-minimalist (there's nothing there — how...modern) room, alone with her shadow and her mullet. (As an aside, the mullet rules.)
RiRi's feeling feelings here, while crooning about lost love over a dub-heavy production. She flails, she gazes at the camera (and into our souls), and makes our goth phase look like child's play. "What Now" isn't a shocking video, but it is provocative, especially with those glorious Rick Owens-esque maxis and '90s-inspired chokers and accessories. The American Horror Story: Coven spliced super cuts add some level of depth and boost the nightmarish vibe. There's a narrative here, but the power of the beat compels us too much to dive in.

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