The music video to Rihanna's new song "S&M" has made its VEVO premiere today and, as expected for a song with sadism and masochism in the title, it has the raunchiness to vaporize the droplets of holy water some may be tempted to splash at the screen. The video consists of a variety of latex costumes and S&M accoutrement, while scrolling headlines from some of her harshest critics scroll behind the singer.
Watch the video for "S&M" below:
It begins with a reluctant Rihanna being taped up behind a transparent film as journalists in bondage from "Cox News" (no innuendo here) write their scathing criticisms of the singer, from "slut" to "daddy issues?" All the while, the singer is draped in similarly critical headlines printed on a ruffled white dress, while the media throws crumpled paper at her in a show of mockery and denigration. The occasional shot of Rihanna sporting a "Censored" crop-top with sadomasochists in the background flashes throughout the first verse as well.
By the second verse, Rihanna is in pink latex, eating pink popcorn, cracking a pink whip, while surrounded surveillance cameras. The press are tied up as the singer has her way with them, dumping the popcorn on one journalist who is strapped to a mattress, before the singer tied-up in rope is seen struggling to free herself in choreographed fashion. At last, the singer's most critical headlines scroll all over her in the final verse, where she is dubbed the "Princess of the Illuminati" and criticized that she "can't sing." For the final explosive chorus, the singer dances and shots of the many scenes scroll through including a shot or two of Rihanna eating a well-endowed banana and ice cream, before the final snapshot of the singer with stickers on her face.
The video is fun and intentionally classless, which makes it almost impossible to criticize as it is specifically designed to critique the unwarranted criticisms that pop stars like Rihanna often attract. The costumes are perfect for the song, while it is a nice twist that the video takes aim at particularly bloggers, some of which have been uber-critical of the singer while not showing the same criticism to others similarly guilty to what she has been tried for in the media. Lastly, it is by far the best visual from Loud and an all-around good effort.
"S&M" by Rihanna MUSIC VIDEO: ★ ★ ★ ★ ★ ★ ★ ☆ ☆ ☆ (7/10)
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