Rihanna premieres the music video for “What Now,” the fifth single from her latest album, Unapologetic. Directed by Darren Craig, Jeff Nicholas and Jonathan Craven, in the short, shot in Phuket, Thailand, a goth-inspired Rihanna looks “demented” while singing in a dimmed room.
“It's going to be kind of eerie, very creepy because ‘What Now’ is one of those songs that you can get really boring with the visual,” states Rihanna in the BTS. “Everybody is probably expecting a narrative video and a love story of some sort, and something really soft and pretty. It is kind of soft but it's really a little demented.''