The record company seem to be
presenting Rihanna as very ‘care free’ within the video-the two particular
screen grabs above showing her to be having fun within a field party ‘event’
and in a skate park. This reflects her personality as an artist as well as her
image (brand). Being known as a frequent ‘party-gower’
within the press and for her ‘care-free’ attitude’; the video (record company)
reflect this very well through the video. Rihanna as an artist performing
frequently at festivals also means that the festival feel given from the field
party in the first screen shot reflects this; giving off a feel of both her
personality as an individual (how her brand perceives her) and her image.
In these two images you can see the
record company focusing on Rihanna and her dress sense that she is well known
for, by both her fans but in particular
the fashion industry (press). The two screen grabs show a focus own her
outfit/accessories; the first one in particular being one of the many different
key outfits within the video. The second screen grab reflects the focus on her
throughout the video (through camera shots and angles) as well as her cross
earring; something that at the time of the video being released was big in
fashion. This both reflects her image as an artist (brand) as being very
up—to-date with fashion (setting some trends) and also her as an individual
(how the press perceives her) being considered a very fashionable person.
These three screen grabs are from a
few of Rihanna’s past videos that link to this one. The first one is taken from
‘Rude Boy’. Here you see Rihanna being sexualised as she does in this video.
Through both her costume and dancing (in the same way as this video). The second video is taken from ‘What now’, a
more recent video showing her to be wearing a choker style cross, similar to
the accessory worn in ‘We Found Love’. This reflects similarly her current and
up-to-date fashion sense (being on trend). The third screen shot shows her to
be smoking (with the smoke spelling ‘love’) showing that similarly in ‘We Found
Love’ she has the same ‘care-free’ attitude that she is well known for. Smoking
being a somewhat a recurring motif throughout her videos. This reflects her as
both an individual as well as her ‘brand’ being known throughout the press and
within her music videos (publicity) as being a drug user, this is reflected
through most of her videos (in particular her more current videos)
An example of Rihanna's drug use being in the press (as part of her star image is):
'We all know how much pot you smoke': Katy Perry calls out her friend Rihanna over alleged drug-taking
Another recent headline is:
Rihanna Curses Out Fan Who Compares Her Drug Use To Whitney Houston's
Rihanna is upset with a fan who compared her to the late Whitney Houston.
The singer posted a picture of herself smoking marijuana to her Instagram account with the caption, "Friday night gettin a lil fuzzy." In response, one follower wrote, “She’s going to end [up] like Whitney if she keeps doing drugs like she’s doing now.”
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