What Now (song)

For other songs by this name, see What Now.
"What Now"
Single by Rihanna
from the album Unapologetic
ReleasedAugust 29, 2013 (2013-08-29)
Recorded2012
StudioMetropolis Studios (London), Westlake Recording Studios (Los Angeles)
Genre
Length4:03
Label
Songwriter(s)
Producer(s)
Rihanna singles chronology
"Bad (Remix)"
(2013) 		"What Now"
(2013) 		"The Monster"
(2013)
Music video
"What Now" on YouTube

"What Now" is a song recorded by Barbadian singer Rihanna for her seventh studio album, Unapologetic (2012). It was written by Olivia Waithe, Parker Ighile, Maestro The Baker and Nathan Cassells with production handled by Maestro The Baker, Ighile and Cassells. A remix collection was released exclusively to Beatport on August 29, 2013[1] and later via iTunes, Amazon, and Google Play on September 17, 2013.[2][3][4] The single was serviced to US rhythmic radio on September 24, 2013, before impacting mainstream radio on October 1, 2013 as the fifth single from Unapologetic. Another remix collection was released to Beatport on October 29, 2013.[5] The song is a mid-tempo piano ballad which incorporates sounds which resemble "sonic bombs" during the chorus and "crashing" drums.

"What Now" received generally positive reviews from music critics, with many calling it an emotional, stand-out song on the album and praising Rihanna's vocals. Following the release of Unapologetic, "What Now" made appearances on various charts around the world. Following its release as a single, the song re-peaked in multiple territories, having it also reach new peaks at number 25 on the US Billboard Hot 100 and number 25 on the UK Singles Chart, while topping the US Dance Club Songs chart and attaining a top three peak on the UK Hip Hop and R&B Singles Chart.

The song's accompanying music video was directed by Jeff Nicholas, Jonathan Craven, and Darren Craig from Uprising Creativity. It portrays Rihanna having an "emotional breakdown" and performing exorcism-type dance moves. Critics complimented the video and compared it to Rihanna's 2008 video for the song "Disturbia". Rihanna promoted "What Now" on Alan Carr: Chatty Man and the song is included on the set list of her Diamonds World Tour (2013).[6] British television network ITV used the song for their "Where Drama Lives" 2014 advertisement.[7]

  1. ^ "What Now [Remixes]". Beatport. August 29, 2013. Archived from the original on March 30, 2014. Retrieved September 1, 2013.
  2. ^ "What Now (Remixes) by Rihanna". iTunes Store. January 2013. Archived from the original on 2013-10-14. Retrieved September 27, 2013.
  3. ^ "Amazon: What Now (Remixes) by Rihanna". Amazon. Archived from the original on 2013-10-03. Retrieved September 27, 2013.
  4. ^ "Rihanna: What Now on Google Play". Google Play. Retrieved September 27, 2013.
  5. ^ Cite error: The named reference Beatport2 was invoked but never defined (see the help page).
  6. ^ Harrington, Jim (April 6, 2013). "Setlist: Rihanna in San Jose". Mercury News. Archived from the original on 2013-10-29. Retrieved May 2, 2013.
  7. ^ "ITV, Where Drama Lives 2014". ITV, YouTube. February 4, 2014. Archived from the original on 2014-05-03. Retrieved February 4, 2014.