After teasing the video to her followers on social media, the NSFW clip which contains disturbing images of violence juxtaposed with salacious imagery of the singer has generated close to half a million views on YouTube within its first hour of release.
It’s the third single she’s released from the album to date — “Work” and “Kiss It Better” came first. The video was directed by Harmony Korine, the director best known for 2013’s lurid Florida fantasy Spring Breakers. (He’s also directed videos for Cat Power and Sonic Youth.)
Themes of violence is nothing new in Rihanna’s videos as the singer has explored such in past works such as Man Down and BBHMM.
She is currently on a world tour for ANTI which is expected to come to a close in August 2016 in England.