The video for the “Loud” single features exquisite set pieces that offer a twisted take on hardcore sexuality: the pop singer holds a press conference where all the journalists are gagged with rubber choke balls, while another extended sequence shows Rihanna taking media personality Perez Hilton outside on a leash and tickling his tummy. “Sticks and stones may break my bones, but chains and whips excite me!” Rihanna exclaims while rocking frizzed-out red locks and partying with other sexual deviants in front of a fish-eye lens.
About a Bunch of Whips and Chains’
While Rihanna takes some playful punishment in the “S&M” clip, the pop singer takes special aim at the media in the video, with shots of Rihanna wearing a dress made out of exploitative headlines and another scene where she attacks members of the press with a pink whip. Video director Melina Matsoukas recently told Billboard.com’s The Juice that the video is inspired by the singer’s “sadomasochist relationship with the press… it isn’t just about a bunch of whips and chains.”
read this story on billboard.com http://www.billboard.com/#/column/viralvideos/rihanna-s-m-video-brings-the-kink-puts-perez-1005017082.story