Rihanna's official music video for her latest single "S&M" has just arrived in full. The Barbadian recording artist is no stranger to showing off acres of flesh in her music videos and her new video for "S&M" may just top them all. If you're going to do a video for a song like "S&M," a track that espouses bedroom bondage and the joys of whips and chains, you have one of two options: You can make a video that accurately depicts said activities, in which case your video will likely not be legally viewable for a lot of folks. Or you can make a comically over-the-top, colorful, tongue-in-cheek, slightly dorky video. Rihanna has gone for option two.This bluntly-titled cut was released as the fourth official single and pulsating opener hails from Rihanna's fifth studio album, "Loud," out last November. The Stargate-produced and Ester Dean-penned eurodance song finds the singer proclaiming her vices. As bracingly huge and catchy as it is, "S&M" doesn't deviate much from its blunt title. Rihanna said that people shouldn't take the raunchy lyrics too literally. "I don't think of it in a sexual way, I'm thinking metaphorically," she said. "It's more of a thing to say that people can talk, people are going to talk about you, you can't stop that. You just have to be that strong person and know who you are so that stuff just bounces off. And I thought it was super bad ass."
The video was shot in Los Angeles during the weekend of January 15, demonstrates the singer's "sadomasochist relationship with the press," according to director Melina Matsoukas. In this 90's inspired clip, Rihanna turns the spotlight onto the media who have been criticizing the pop star, as of lately. She is seen whipping gossip blogger Perez Hilton, dressed as a Playboy bunny, wearing a hip-hugging getup, black stilettos, and yellow ears atop her crimson-colored hair, reclining against a wall covered in tabloid headlines. The singer seems to have taken the chance to take a hit at the press, wearing a newspaper print gown and being kidnapped by journalists as headlines run over the screen. But it's okay; she gets her own back at the end.
The 22-year-old R&B star has always been a bit edgy, but it looks as though she's trying too hard to push the envelope now. The video is not just about kinky sex like it's mentioned in the lyrics - it manages to hit back tabloid and media which often run twisted story about her and any other celebrities. Editors from OK! magazine, said "it's every inch as red-hot, kinky and totally tongue-in-check as we expected to be." Rihanna is raising the bar while her peers and rivals led by Lady GaGa is always out there over the top. With this "S&M" video, Rihanna has tied up her competition by going further than any leading pop star to date.
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