The video will feature the singer rocking looks that she describes as “red carpet goth.” And while she said it would be easy to do a straightforward video for the latest track off her 2012 release, Unapologetic, she explained in a behind-the-scenes featurette she wanted to do something different.
“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,” she said. “Everybody’s probably expecting narrative type of video, a love story of some sorts or something really soft and pretty. It is pretty and kind of soft, but it’s really a little demented.”
It’s unclear how “demented” it will get, but her stylist, Mel Ottenberg, teased that the video will also include “exorcism-type dances.”
In the tease, fans get a glimpse at her looks. Rihanna will be wearing two different dresses (one black, one beige) and is alone in an empty warehouse space. Rihanna shot the video in Thailand back in September over the course of a 22-hour day. Her designer, Adam Selman, added that those looks “were actually really last minute. Surprise, surprise.”
“What Now” follows in the footsteps of Rih’s other emotional singles off Unapologetic, including “Stay,” featuring Mikky Ekko, and the Sia-penned “Diamonds.”