As even the most fervent member of the Navy will admit, Rihanna‘s new album campaign has been the muckiest of messes.
Beyond its incessant delays, the set has been muddied and marred by the underperformance of its trio of “lead singles.”
Hoping to clean things up on aisle R8, the model has officially released the video for the latest, ‘American Oxygen,’ on VEVO moments ago.
Initially premiered on TIDAL (Jay Z’s new streaming platform which Rih has ownership in), the clip’s arrival on more a traditional format is part of a measured effort to push it as the project’s winning launch single.
Indeed, it comes after it was added to both iTunes and Spotify and one week ahead of its official radio roll-out.
Will the digital and radio assault help? Who knows. For now, though, watch the VEVO version of ‘Oxygen’ below…