It’s very important to Rihanna that you understand how thoroughly about that lifestyle she is, and there’s nothing subtle about the video for her new single “Pour It Up,” which sees a lot of provocative twerking and stripper pole action while Rihanna puffs away on a blunt from her throne. And that’s great! Good for Rihanna and her overt glorification of excess, but it’s beginning to feel a little tiresome, isn’t it? We all know the ratchet queen is capable of more than this, #unapologetic or not.
In a sort of Mileyesque turn, the “Pour It Up” video feels deliberately engineered to elicit a strong reaction — it’s provocative in the most literal way — and no doubt it will, but the fact remains that the song is kinda dreary and the video just reinforces the hollow materialism of the song’s message. And maybe that’s the point! Certainly it’s visually arresting, and cool to watch in a dark, need-to-shower way. But if the song was intended to be a commentary on the emptiness of being Rihanna, the video just makes Rihanna seem empty. Or maybe she’s smarter than all of us.
Either way, there’s a denim thong, and that’s mostly all you need to know. Watch up top.