Who’s ready to see Rihanna’s sparkling new video for “Diamonds”? Well, MTV is pleased to announce that the wait to see the full-length clip is almost over! On Thursday, November 8 at 6:55 p.m. ET/PT, we’ll host the exclusive world premiere of the hotly anticipated vid on-air and online. And that’s not all: Rih Rih herself will deliver a special introduction.
Ever since fans first got a glimpse of Rihanna on the Los Angeles set, bathed in firelight in what appeared to be an apocalyptic-type setting, her Navy has been counting down the days till the Anthony Mandler-directed effort comes out. “Diamonds” is the first single off her upcoming seventh album, Unapologetic, and the latest collaboration between Mandler and Rihanna, who have worked together on more than a dozen videos, including “Only Girl (In The World),” “Disturbia,” “Russian Roulette” and “Man Down.”
In a 30-second, behind-the-scenes clip, we see Rih emerge from a trailer, wrapped in a leopard-print robe and heading to set. In a few more frames, we get further clues about the plot line, from cops in riot gear chasing armed fighters to shots of the Bajan superstar standing in a deserted landscape.
The 24-hour exclusive of “Diamonds,” premiering on MTV and MTV.com, will extend to all of MTV’s channels at 7 p.m. ET, when mtvU, MTV Hits and MTV Jams premiere the music video and put it into regular rotation. Fans around the world will also be able to stream the video online at Rihanna.MTV.com.
“Diamonds” is already the fastest-rising single of Rihanna’s career to date and the aforementioned lead off her seventh studio album, which will be released globally on Monday, November 19. With more than 94 million in combined radio audience, the song has rocketed to #5 on Billboard’s Hot 100, making it her 23rd top 10 hit on the chart. “Diamonds” debuted last month, taking the #1 slot on iTunes in 27 countries, and hitting the top 5 on iTunes in 55 countries.