Rihanna keeps her ‘ANTI’ campaign a’rolling with the newly unwrapped video for ‘Needed Me.’
Released as a dual single (together with ‘Kiss It Better’), the moody mid-tempo has managed to soar despite the so-so performance of ‘Kiss.’
Already #33 on the Billboard Hot 100 (which is currently topped by Rih’s ‘Work’), could ‘Needed’ by exactly what the Bajan sensation needs to establish another successful face to an otherwise rocky album roll-out?
Watch the cinematic video, directed by Harmony Korine, after the jump…
Though visually stunning, the narrative isn’t unpacked in a way that’s compelling enough.
The protagonist is angry at boyfriend, hits strip club to find him, kills him, and..what?
Once again, there’s a lot of “not much” going on, which begs the question of whether it boasts anything in the way of replay value.
As ‘Kiss It’ highlighted, the days of folk tuning in to see Rih’s “twins” have long passed. Hence, we’re not sure why she keeps pushing that agenda. She’s tasked with engaging on a deeper level, but her output (even at its try-hard best) skews shallow.