Rihanna Through The Years

Rihanna’s first ever music video was ‘Pon De Reply’ released in August 2005. The video was released through mainstream channels such as MTV and was therefore widely consumed. The music video was also universally consumed as the song reached a high position in many countries The video was able to do so well because Rihanna was signed onto a well known label Def Jam who were able to spend a lot on the video production and advertising. The label worked with the fact that Rihanna was from Barbados by aiming the video at a predominantly Black audience, this is made obvious by the use of the Caribbean accent and dancing. It could be argued however that the use of some belly dancing moves makes the video relate to a wider ethnic group. Although the video had high production values it had a very simplistic style. I think this was because the label wanted to portray an innocent image of Rihanna, as she was young when she first started of in the industry. This innocent image is portrayed through the narrative as it’s about a bunch of girlfriends going to a club, purely for the reason of dancing. The fact that she doesn’t get involved with any of the males in the club shows her as being innocent. The costume she is wearing however goes against the innocent representation. Rihanna is fitted with a glitter and glamorous belly top and baggy jeans which reveal her knickers. Although at the time these clothes were in style for young people it still leaves her open to the male glaze as she is revealing too much skin. The music video is mainly performance based as the lyrics tell the audience how to do the dance. I felt that they made it mainly performance based not only because the song itself is about dancing but also to make her appeal to a young audience, as they’re the ones mainly interested in mimicking their idols and making up dance routines.


During 2006 Rihanna carried on releasing music videos that portrayed her in a similar way to her ‘Pon The Reply’ video. ‘As she wasn’t a fully established artist her label and management still had a control over the way she was portrayed, Rihanna didn’t have much creative freedom. We Ride’ ‘Unfaithful’ and ‘SOS’ were all released during 2006, in all these videos she was shown as being a sweet, pretty young girl. The typical settings for the music videos released during this year were Caribbean beaches and suburban towns this was done because her fan base was mainly from the Caribbean and America therefore they could relate to these locations

During 2008 Rihanna completely changed her image. Her new album was titled ‘Good Girl Gone Bad’ and her music video reflected his. She went from being a sweet Caribbean sweetheart who was targeted at a young audience to a rebellious, punky female aimed at an older audience. The main reason as to why she had changed was because she was now a worldwide know artist who was win numerous amount of awards therefore she had the power to be more creative and have more of a say over her image. Although her style in her music videos became sexier she was not entirely made to look promiscuous. The locations and style differed in every music video keeping her audience entertained by providing something new every time.

The dancing and styling in this video is very similar to 'We Ride' music video. She has done this in order to create and identity with audiences will be able to recognise.


In this music video she has taken on the role of a mechanic. This predominantly male job, suggests she's powerful and therefore more independent.

This video is very similar to her first ever music video 'Pon De Reply' as the setting is the same and like 'Pon De Reply' it is mainly performance based. Rihanna could have decide to do a similar music video as 'Pon De Reply' proved to be successful therefore it would of be same to go with a similar style rather then do something completely different.

By 2008 and 2010 her image became more sexualised this was shown through her music videos. Her music videos, such as ‘Disturbia’ ‘Wait Your Turn’ ‘Russian Roulette’ and ‘Hard’

were disturbing and less straightforward as they explored a character in a dark state of mind.

In 2010/11 with her new tattoo Rebel Fleu (Rebel Flower) came a new image, which, like her tattoo connotes, combined her sweet and rebellious characteristics. Instead of being dark and scary like the previous year her music videos become more light and colourful. She still continued to push boundaries for example her ‘S&M’ music video was very sexual and was banned from airplay in 11 countries viewers have to very they are over 18 to watch it on YouTube as the video been deemed "inappropriate for some users”. Even her ‘Man Down’ music video caused a commotion for being explicitly violent.