It was time to turn to some bright hues, Barbadian R&B superstar Rihanna has exclusive premiered an anticipated videoclip for her Stargate-produced third single entitled "Rude Boy," follows "Russian Roulette" and "Hard," from her 2009 effort "Rated R" album on VEVO yesterday, a few hours earlier than scheduled. "Rude Boy" is "about the kind of street, bad boy that girls sometimes like. There's a danger and a swagger there." It exploits Rihanna's most appealing vocal style, a sulky, icy, monotone – uniquely among the pantheon of showboating R&B divas. The video for song goes in a completely different direction from her latest videos in that instead of a dark and grungy tone, this particular vibrant video is fun and is very colorful.Harsh vibes Rihanna has been giving off recently, and stated previously that she was taking it back to her earlier Island days for the new clip, and she meant it! From the very bright colors, animals, the creative graphics, the sexy dances, the hot looks, the interaction with the guys, to the scenery and imagination, Rihanna is letting everyone know where she comes from. On this colorful video, directed by Melina Matsoukas, who also directed the video for "Hard", was clearly trying to express herself with eclectic visuals instead of the standard boring video's. She is also reminiscent of the vibrant 80s, and of Rihanna's Caribbean origin. The whole concept of the music video is very colorful and retro-ish.
Yes, she's back to her island roots' feeling and looks with attention grabbing pop art that explodes off the screen. The video features Rihanna shaking and twisting herself in front of colorful backgrounds, opens up a box of Crayola crayons, got a little edgy and seated atop a lion and a zebra, shimmering in Gold and shifting to the beat of the flirty single. Rihanna described the video as "completely different from any other video I've shot before. A lot of my videos are really dark and edgy and tough. 'Rude Boy' is more playing along the lines from my roots. We used a lot of color, but also the costumes were very Jamaican dance-hall queen type." Jamaican dancehall is the central theme surrounding the video. Many different styles and genres of fashion and music have been fused together to make a seamlessly perfect production. This video screams "Music of The Sun" déjà vu!
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