Rihanna in glass case of emotion in What Now music video

Rihanna clutches face in the name of love in the What Now music video (Picture: Vevo)


Rihanna has premiered the ‘demented’ music video for her new single What Now on Vevo, which sees her apparently in solitary confinement.
The singer writhes around her cell in the video, though it’s the kind of jail where you’re allowed to wear a beige slip and have access to smoky make-up and jewellry.

CCTV footage of Ri-Ri singing the angsty ballad is spliced with dark imagery of insects, lions in the wild, a smoking cross and chains.


Confusingly, she has described the video as ‘soft but demented’, telling MTV: ‘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. You can get really almost expected.
‘Everybody’s probably expecting narrative type of video, a love story of some sorts or something really soft and pretty,” she said. “It is pretty and kind of soft, but it’s really a little demented.’
What Now is taken from Rihanna’s seventh studio album, Apologetic.