I don’t normally care for “tour footage” music videos but something has changed in the last 12 to 24 months with more pop artists actually making good ones like this.
‘Cheers (Drink to That)’ is the sixth single dragged out from Rihanna‘s Loud album and what I find fascinating about her and Katy Perry – two reigning female pop artists with monstrously successful albums in the last 12 months – is how similar yet different their approach has been to sustaining records.
Where Katy Perry seems to have pulled every trick in the book to keep her singles fresh – see: new remixes featuring rappers on ‘E.T.’ and ‘Last Friday Night (T.G.I.F.)’ – her pop rival mate has mostly left the singles sounding the way they are. The strategy that keeps these Teenage Dream and Loud singles selling well into the Top 20, beating off newer recordings on the chart, is something that needs to be studied.
It’ll be interesting to see if ‘Cheers’ will storm into the Top 10 world over because it’s largely been panned as one of the most annoying songs on Loud. However, the simple celebratory sentiment and our collective craving to drink the stress away on Friday nights continue to give ‘Cheers’ sustenance.
The music video effectively captures the feeling of working hard and partying harder but rather than depicting something that reflects mere mortals’ nine-to-five situation, Rihanna has decided to give us a behind-the-scenes look at her life on the road: the shows, the after parties and faces she meets. For someone who’s a casual RiRi observer, this is a refreshing insight into her working life and seeing sights through her eyes.
‘Cheers’ is presented in a modern doco style with juxtapositions of tour footage and candid camera shots, with some shots filtered with a sun-soaked film grain-type effect as her previous Loud videos and promo pictures. There is also an Avril Lavigne cameo. As y’all know, the bitch can be heard hollering like a banshee throughout the track thanks to that insipid loop of ‘I’m With You’.
Rihanna‘s ‘Cheers (Drink to That)’ has found quicker chart success in the Southern Hemisphere with the single already reaching #5 in New Zealand and #14 in Australia. Over in the States, ‘Cheers’ has so far peaked at #17 on the Billboard Hot 100 and reached #37 in Canada. The single has yet to enter the UK Top 100.