HQ

There's not much to say about this other than it's a big budget, high quality extravaganza that helpfully reminds everyone why Rihanna is perhaps the world's biggest female artist at the moment: her charisma and personality. Every frame oozes with attitude, sex appeal and that ineffable factor x that everyone seems so obsessed with and intoxicated by.

It's nice to see this type of video full stop, in an era where budgets have plummeted and ideas seem to have all been used up. This mv exists neatly at the intersection of fantasy, drama and hip, current euphoria where pop is best situated. It's watchable, lush to look at, stylish, fairly unique and with a sort of timeless feel (in other words its not mired in current clichés or tired trends like BOY London or platform shoes or studded jackets or nu punk, nu goth tumblr posturing).

It's nice to see the Talk That Talk campaign back on track after the disappointing filler of "You Da One" and car-crash psuedo-career suicide of the "Birthday Cake" remix.