Rihanna surprised her millions of Twitter followers when she announced the official release date of her ‘Cheers (Drink To That)’ video early this morning. In fact, the visual is expected to debut on iTunes as soon as tomorrow.
Reportedly filmed in Barbados during her ‘Loud Tour’ concert, the clip will be made available for download tomorrow via the online retailer. Further details, such as the exact time of its release and whether it will be issued to VEVO, have yet to be revealed.
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Rihanna’s team is clearly capitalising on the current demand for her music and are taking the same approach used by many artists in the 1990s to promote ‘Loud’. Acts such as Mary J. Blige, Mariah Carey and Janet Jackson, for example, were well known for issuing a constant stream of singles within 2-month windows to ensure that each release would benefit from the momentum created by its predecessor.
Still, after enduring Rihanna’s incessant media presence during the last 11 months, I am quite ready for her to either take a break or start a new era with a fresh sound. She is nearing the critical point of saturating her market with too much material and even those who have tolerated her voice for this long will inevitably become annoyed.
Indeed, judging by her sudden change of hair colour, it is evident that Rihanna is also ready to move to the next phase of her career. Hopefully, that involves finding a vocal coach, quitting smoking and learning how to wine.
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