After heavily teasing the music video for “What Now” with a behind-the-scenes featurette and Instagram photos, Rihanna officially dropped the mind-bending clip on Friday, and she is portraying her darkest role yet — a tortured soul.
The video, directed by Jeff Nicholas, Jonathan Craven, and Darren Craig and shot in under 24 hours in Thailand, opens with a stack of antique televisions, tuning in on a black-and-white shot of a demented Riri standing motionless in what appears to be a psych ward. Eerily transitioning with television static, the gothic-themed video features a rapid succession of sinister dancing as the “Pour It Up” singer screams, thrashes, and contorts her body in an exorcism-like manner.
The video, directed by Jeff Nicholas, Jonathan Craven, and Darren Craig and shot in under 24 hours in Thailand, opens with a stack of antique televisions, tuning in on a black-and-white shot of a demented Riri standing motionless in what appears to be a psych ward. Eerily transitioning with television static, the gothic-themed video features a rapid succession of sinister dancing as the “Pour It Up” singer screams, thrashes, and contorts her body in an exorcism-like manner.
