Rihanna’s BBHMM music video is quickly becoming one of the most talked-about videos in recent memory. Cinematic and graphic, yes, but getting much praise. It’s not just social media and fans that are full of praise. So too the critics. Check out a roundup of what they have to say.
The full song title is impolite, ‘B-tch Better Have My Money’ not to mention social-media unfriendly with such lengthiness. But just Google BBHMM and you’ll find it. And you’ll find that there’s a lot being written about the new music video in support of Rihanna’s second single from her much-anticipated eighth album.
For once a much-hyped music video has overshot its hype. It’s not every day, after all, that a music video gets a two-minute trailer. Now certainly the video is seven minutes long, but it’s pure cinema. Horror, yes. Violent, yes. Graphic, yes. Also quite bloody. So be forewarned, this is not a video for youngsters, and indeed some grownups might find it the stuff of nightmares.
But as for the art form of the music video, Rihanna has done it much service. She co-directed the music video with Megaforce and has delivered quite a wallop. As such she’s among the music artists who are reviving the 30-plus-year-old format and giving it new life in the 2010s. First we had Taylor Swift’s Bad Blood with its bevy of guest stars, and next we had Madonna’s ‘B-itch I’m Madonna’ video which was even more critically lauded. It seems that Rihanna has outdone them all.
The music video had its premiere at midnight, quite appropriately for a narrative that is quite literally the stuff of nightmares. It’s got twists and turns, and you can see it in its entirety below — we won’t reveal any spoilers, but the critics are dishing out a few details so if you want to be completely surprised, best to scroll down and see the video and then come back for the reviews.
Yes, critics are lauding her efforts. Here’s a roundup.
“….We’ve said it before and we’ll say it again: Rihanna has no chill. But that’s what makes RiRi so darn loveable—girl is crazy and she doesn’t care who knows it. Exhibit A for today is the new video for “Bitch Better Have My Money,” which dropped last night to totally mixed reactions. If you’re brave enough to watch, you’ll see why…..” — E!News
“… But there’s so much at play here. There’s a desire to make some large and sweeping declaration about how “un-feminist” the video is, but to dismiss it based solely on my own discomfort would be to do it a disservice. The feminism of Rihanna, the feminism of black women in general, is consistently scrutinized and policed in a way it isn’t with white women. It’s important to be aware of that in any discussion about the video’s feminist merits or failings……” — Huffington Post
“…..But this video is more a cartoon than a work that deserves weighty analysis. Over seven minutes of neon, sun-soaked, graphic-novel violence, Rihanna plays out the story of the song with a near-literal interpretation of the lyrics…” — The Guardian
“….“Every frame is a reminder of how damn cool Rihanna is (Madonna take note, this is how you do it in 2015). Every shot looks worthy of a spread in some so-hip-it-hurts French fashion magazine…..” — SMH
Watch the much-discussed and graphic BBHMM music video below!
Pictures: PR Photos