Rihanna is teaming with Samsung for ‘Anti,’ unveils album website
The release of Rihanna’s upcoming, long-awaited album, “Anti,” could soon be upon us — at least judging from a cryptic website for the album the singer quietly unveiled on Thursday.
Continuing with the album campaign’s enigmatic tone, the pop star shared a link for a Web portal built around the album.
“She’s waiting for you. Are you in?” greeted users when they logged onto the site, ANTIdiary.com, as images of a gold crown, water, a creepy door, a single red balloon and what appears to be the singer enveloped in flames quickly flashed.
Other than being asked to sign up for a mailing list via a mobile device, the site offered no real insight into what Rihanna has planned for fans.
What was more telling, however, was the prominent display of the Samsung logo on the landing page.
At the 2015 Met Gala, Rihanna’s elaborate cape, made by Chinese designer Guo Pei, was so sweepingly huge that it required several train-handlers to help her down the red carpet.(Larry Busacca / Getty Images)
The partnership as well as the site experience will be unveiled during the American Music Awards (where she accepted the first-ever Icon Award in 2013) on Sunday, a representative for Samsung told The Times.
There has also been speculation that “Anti” will drop exclusively via mentor Jay Z’s Tidal music streaming service on Nov. 27 before a wide release the following week.
“Anti” will be released under her own Wetbury Road imprint through Jay’s Roc Nation.
Samsung and Roc Nation are no stranger to innovative partnerships. In 2013 the company singed a $5-million marketing deal with Jay and Roc Nation for his last album, “Magna Carta Holy Grail.” Under the dea the rapper-mogul provided Samsung with 1 million copies of the album to be downloaded on one of its devices.
For Rihanna fans, the wait for “Anti” has been arduous.
Despite releasing a handful of singles, visuals and teasing collaborators, the singer has remained tight-lipped about specifics for the album, her eighth.
In January, she dropped the album’s first single, “FourFiveSeconds,” without warning. The bare bones soft rocker featured Paul McCartney and Kanye West, who announced he was executive producing the album ahead of the trio’s performance at the Grammys.
Rihanna has also released “American Oxygen” and album interlude “James Joint,” and teased the Florence and the Machine-sampling “Only If For A Night.”
And to debut the video for the album smash “Bitch Better Have My Money,” the singer took dozens of her biggest fans on a wild cross-town surprise adventure.
The slow unveil continued last month, when she invited fans and journalists to a swanky event at a downtown art gallery to reveal the series of paintings that comprise the album’s packaging. Eagle eye fans will notice some of the motifs from the flash video on the website are pulled from the album art.
“You’ll know when it’s time,” the site promises in cryptic fashion. “The closer you look, the more you’ll hear.”
For more music news follow me on Twitter: @gerrickkennedy
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