Photo: Samsung

While everyone was gawking at J.Lo’s outfit changes and Justin Bieber’s rainy performance at the AMAs, Rihanna launched a mysterious new project. Dubbed “ANTIdiaRy“, the art-tech collaboration with Samsung is a virtual experience corresponding with the release of her eighth album, ANTI, which will reportedly drop 27 November on TIDAL before landing at other retailers on 4 December.

It started with a teaser from Rihanna last Thursday:

Then, Samsung released a full trailer via Twitter last night featuring Rihanna in what looks like a childhood bedroom playing with children. She picks up a key and follows the kids (who really give off horror movie vibes…) into a dark hallway (again, horror movie vibes!). The last scene is a mysterious girl with a crown over his eyes, mimicking Rihanna’s ANTI album cover art by Roy Nachum:

Spooky. The website, which you can only fully access on a mobile phone, brings you to the empty room seen in the trailer. You don’t navigate by using your touch screen, but rather, physically move your phone as if you were taking a panoramic photo to get a 360 view. There are clues in the room like a rocking horse, kids’ drawings on the wall, a piano, and a closet, that unlock cryptic videos and photos when hovered over. In one short clip, a little girl plays on the piano and jumps on the bed while the young girl with the crown over her eyes enters the room. Samsung, in a release, says that this first piece “is just the beginning of an unforgettable exclusive journey through Rihanna’s life story” that will “take fans inside the mind of an iconic artist while blurring the lines between the digital and physical world.”


The project, also made in collaboration with Punchdrunk (the geniuses behind experiential and likewise creepy live theatre experience Sleep No More), will have multiple episodes and parts. There’s already an affiliated social account to follow: @iamthekeyholder on Twitter and Instagram, where photos of the same stick figure wearing a crown is spotted in Philadelphia, Miami, New York, L.A., and more cities.


WHAT DOES IT ALL MEAN? Can’t wait for this album to come out and put everything together–oh, and for new music too.

From: Harper’s BAZAAR US