Covergirl model Rihanna has decided to experiment with a new director for next music video. Just Jared reports that the clip, which will support her new single ‘Hard’, will be directed by Melina Matsoukas (Beyonce, Whitney Houston, Ciara) instead of Rihanna’s long time collaborator, Anthony Mandler. The latter has managed 12 of her other projects, including the video for ‘Russian Roulette’ and ‘Wait Your Turn’. ‘Hard’, which features rapper Young Jeezy, has thus far peaked at #80 on the Billboard Hot 100 and #17 on the Hip-Hop/R&B charts.
I must admit that this is a respectable artistic decision. It is always a good idea for artists to experiment with an array of directors in the same format that they work with writers and producers. Yes acts form bonds with particular collaborators, especially when they have worked with them for a very long time, but there comes a time when a certain level of redundancy emerges and the productions no longer seem ‘fresh’. Furthermore, although rather I enjoyed Mandler’s work on ‘Russian Roulette’, I was completely unimpressed by his work on ‘Wait Your Turn’. I hope that Melina is able to bring out the best in Rihanna, in ways that her vocal coach clearly could not.