What Now is a song recorded by Barbadian singer Rihanna, released as as the sixth single from her seventh studio album, Unapologetic.

It was written by Olivia Waithe and Rihanna alongside the song’s producers, Parker Ighile and Nathan Cassells.

Rihanna spoke to MTV before the release of the video, she explained, “It’s gonna be kind of eerie, very creepy because ‘What Now’ is one of those songs that you can get really boring with the visual. You can get really almost expected.

Everybody’s probably expecting narrative type of video, a love story of some sorts or something really soft and pretty. It is pretty and kind of soft, but it’s really a little demented.”

The music video was directed by Jeff Nicholas, Jonathan Craven and Darren Craig.

Unapologetic is the seventh studio album by Rihanna, released on November 19, 2012, by Def Jam Recordings.


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