The highly anticipated music video for Rihanna’s latest single “S&M” is here. Directed by Melina Matsoukas, the video manufactures a message around kinky sex looks; hitting back at media outlets which often run twisted stories about RiRi and other celebrities.

It’s a naughty song with chorus: “Sex in the air, I don’t care, I love the smell of it/ Sticks and stones may break my bones, but chains and whips excite me.”

“S&M” is lifted from Rihanna’s fifth studio album “Loud” which has been in stores since November 2010. The set is nearing platinum status after shipping over a million copies in the U.S.

Happy about the album’s success, Rihanna tweeted “Thank you #RihannaNavy for being so sexy and makin #LOUD platinum in the U.S.”