Last week, Rihanna announced a new website as a part of her unprecedented $25 million deal with Samsung to sponsor her upcoming album and tour. Now, she’s released the first video in her ANTIdiaRy, an immersive experience that takes fans on a journey through Rihanna’s life story.
In the first minute-long clip, titled “Bedroom,” Rihanna gazes out the window in all-white child’s bedroom while reflecting on her younger days. The singer plays hid and seek with two children and follow them down a long hallway, where she picks up a key labeled “R8.” At the end, there’s another child wearing a gold crown like the on RiRi sports on cover art of her upcoming album, which was designed by Roy Nachum.
“Like Rihanna, Samsung is committed to re-imagining and reinventing what’s possible in technology and culture, pushing boundaries to deliver what’s next to our fans — and hers,” reads a press release. “And just as Rihanna has served as a voice of disruption in art, music, fashion, and culture, Samsung has once again, disrupted what’s possible with its innovative ambitions and technologies.”
The newly formed website is the latest promotion strategy building up to the release of Rihanna’s eighth album, ANTI.
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