Rihanna Previews ANTI Cuts Via AntiDiary Experience
ANTI, Rihanna‘s eighth studio album and the follow-up to 2012′s Unapologetic, is coming soon. While the record still doesn’t have a release date, it was executive-produced by Kanye West, and features the previously released “Bitch Better Have My Money”, “FourFiveSeconds”, and “American Oxygen”. Now, the singer’s launched a digital experience called ANTIdiary: a digital tour of a mysterious mansion where listeners can hear snippets of the album’s tracks by “turn[ing] up the volume to hear the whispers”. In order to gain access, simply visit antidiary.com on your mobile device and provide an email address.
Select scenes accesible through the ANTIDiary portal were revealed in a commercial during tonight’s American Music Awards, in a clip that featured Rihanna discovering a key left behind by some small children in an old house. The clip ends before we can learn what that key accesses, but an Instagram account called “iamthekeyholder” geotags various locations around the world that have some sort of significance for the album and which unlock other images on the site.
ANTI‘s cover was designed by Roy Nachum, and is inscripted with poems written in braille by Nachum and Chloe Mitchell (who also worked on the art for Kanye West’s My Beautiful Dark Twisted Fantasy).
Update 11/23/15 8:03 a.m.: A Twitter account for “iamthekeyholder” has also been launched. Below, watch the full ANTIDiary / Samsung ad that premiered during the American Music Awards:
Unlock the mystery. #ANTIdiaRY https://t.co/ddHbXXa8dd
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
Watch the video for “FourFiveSeconds”:
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