The point of any music video is to increase sales of the song and hopefully produce a feeling for the song that wasn’t there before. With the “FourFiveSeconds” video, Rihanna hits the nail on the head.
The clip is a natural shoot with Rihanna and fellow performers Kanye West and Paul McCartney standing in front of a white backdrop. Though simple, Rihanna’s natural look and toned down sex appeal is a great reminder of her persona when she first entered the music scene.
What makes the video especially unique is that the film is cropped into a square. The first thought a fan might have is that the crop is playing on the success of apps like Instagram, but the actual effect is that it forces us to focus on very specific details.
Take a look below at what the music video might look like if it were shot with a normal widescreen crop compared to the released version. While the two shots are both cinematic, the second one feels more artistic and impactful.
“All of my kindness is taken for weakness,” Rihanna sings. She also makes popular a new term that this writer hasn’t heard before, but maybe you have. The term is “wildin'” and is used as “I’m four, five seconds from wildin’.”
While Paul McCartney doesn’t play a very vital role playing guitar in the background, the video shows Kanye in a kinder light than the general public has seen him in since before he ruined Taylor Swift’s acceptance speech at the 2009 MTV Video Music Awards.
What do you think of the video? Do you like the square crop? Let us know in the comments!