Hip-hop Media training

Is Rihanna Sending A Subliminal Warning Message In ‘Hard’ Video?

Hip-Hop Media Training

Rihanna sends a poignant message in her new video, "Hard,"which premieres today on MTV.

It reminds me of her response to Diane Sawyer whendiscussing her assault from Chris Brown. When Sawyer implied that Rihanna maynot be as strong as perceived, Rihanna offered the silencing quip, "I AMSTRONG."


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In the "Hard" video directed by Melina Matsoukas, Rihanna suits upin "military couture," brandishes heavy artillery and is in the company ofarmed soldiers, some driving tanks.

Any guy considering putting her through another ordeal hadbetter think twice.

Considering she has described her new album, "Rated R," asan opportunity to vent, the song "Hard" featuring Young Jeezy, could be in partabout her equally famous ex-boyfriend.

Opening lyrics dismiss spectators, "They can say whatever,Ima do whatever, no pain is forever...Tougher than a lion."

The song was produced by The-Dream and Tricky Stewart. Whenthey presented the track to Rihanna, they thought the sound might be too brashfor her.

Rihanna explained the meeting to MTV."Funny enough, when I first heard the song, we were in Paris-they flew out there to play me somesongs they had done for me, some ideas," Rihanna told MTV. "And before theyplayed 'Hard,' they were like, 'We're gonna play you the ghetto one first, andyou have to do it, you have to do it."

"They thought I wouldn't like it," Rihanna continued, "andwhen I heard it, I just loved it. It had such an attitude and a swagger ... supercocky, and just a fun song. We just thought it was the perfect song for Jeezy[to do a verse on]. It was made for him to collaborate on it. And I think hedid an amazing job."

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