What Now (song)

Livvi Franc co-wrote "What Now"

Rihanna began "working on the new sound" for her seventh studio album in March 2012, even though she had not yet begun recording.[8] On September 12, 2012, Def Jam France announced via Twitter that Rihanna would release a new single the upcoming week while her seventh studio album was scheduled to be released in November 2012. On October 11, 2012, in one of her tweets revealed that the title of her new album is Unapologetic along with its cover.[9]

"What Now" was written by British singer-songwriter Livvi Franc together with Rihanna, Parker Ighile, Maestro The Baker and Nathan Cassells.[10] Ighile, Maestro and Cassells recorded the music for the track in Metropolis Studios located in London, United Kingdom, and provided all of the instrumentation and programming.[10] Kuk Harrell provided the vocal production of the song and also recorded Rihanna's vocals together with Marcos Tovar at Westlake Recording Studios in Los Angeles, California. Blake Mares and Robert Cohen served as assistant vocal engineer of "What Now".[10] It was mixed by Phil Tan at Ninja Club Studios in Atlanta, Georgia with Daniela Rivera serving as assistant mixing engineer.[10]

"What Now" was released as the sixth single from the album Unapologetic. Ten remixes of the song were digitally released via Beatport on August 28, 2013 in the United States.[1] The same remixes, were also added on the iTunes Store on September 17.[2] "What Now" was serviced to rhythmic contemporary radio in the United States on September 24. It was later sent to contemporary hit radio on October 1.[11] Via her Instagram account, Rihanna revealed the official artwork for the song on October 16. It features the singer dressed in black and "stares out with piercing eyes" while her name is written on chalkboard behind her.[12] Jocelyn Vena of MTV News described Rihanna's style on the artwork as goth and noted that it is reminiscent of the behind-the-scenes shot she posted during filming the song's video.[13]

"What Now" is a piano-led mid tempo pop and R&B ballad which lasts four minutes and three seconds.[14][15][16] According to Sony/ATV Music Publishing's digital sheet music for the song, it is composed in the key of G♯ minor and set in compound duple meter (⁶
₈ time) with a moderately slow groove of 60 beats per minute.[17] Rihanna's vocals span from the low note of A♯₃ to the high note of C♯₅. "What Now" follows a chord progression of G♯m–B2–F♯–F♯sus4–F♯.[17] The instrumental features "crashing" drums;[14] Dean Martin of NME described it as a 'bonkers marriage of pianos and bass-pop'.[15] According to Mesfin Fekadu of The Huffington Post, the song "builds nicely from its calming verse to its electrified hook."[18]

The Urban Daily's Smokey D. Fountaine compared "What Now" to the works by singer Pink as according to him contains "yell-as-long-as-you-have-a-great-hook style".[19] Its structure "flips" from verse to chorus "like they’re from two different planets", according to Michael Gallucci of PopCrush. Gallucci also felt that Rihanna's over-sings on the track, in contrast with Chris Younie of 4Music who said that Rihanna sounds "sweet".[14][20] During the "roaring" chorus, sounds which resemble "sonic bombs" are included in the background.[14][20]

A Billboard reviewer praised "What Now" and called the song an "emotional highlight on an album filled with moments of resonance in its second half."[21] Giovanny Caquias of Culture Blues wrote that the song feels like the first "candid" and "insightful" track on Unapologetic. He continued, "Rihanna gets a little introspective on What Now, and doesn't resort to being overtly sexual or defiantly callous (more on that later), which gave me the feeling that she stripped away her armor for a moment and actually allowed herself to be 'real'."[22] Daily News Jim Farber wrote that the song shows a heft.[23]

Brad Stern of MTV Buzzworthy praised Rihanna's vocals on the song and referred to it as a "most poignant offering on the record".[24] The Star-Ledger's reviewer labelled the song as "staggering power ballad that makes all her other mid-tempo numbers sound featherweight by comparison."[25] Andy Kellman of Allmusic praised "What Now" and called it a "massive, slamming, wailing power ballad".[26] Jon Caramanica of The New York Times positively reviewed the song writing, "Rihanna is doing some of her most direct, ambitious singing here. It’s the album’s one real purge, and a sign of a pulse beneath the armor."[27] Genevieve Koski for The A.V. Club criticised "What Now", writing that it (as well as "Stay") are the types of "milquetoast ballads" which have never been Rihanna's speciality.[28]

Upon the release of Unapologetic, "What Now" charted in France and on two charts in the United Kingdom due to strong digital download sales. It debuted on the French Singles Chart at number 144 for the week dated December 1, 2012, and remained on the chart for one week. On July 13, 2013, it re-entered the chart at number 174; the song peaked at number 83 two weeks later.[29] On December 2, 2012, it debuted at number 165 on the UK Singles Chart,[30] and number 32 on the UK Hip Hop and R&B Singles Chart.[31] "What Now" was later serviced to radio in Australia as the fourth single from the album.[32][33] It debuted at number 37 on the ARIA Singles Chart on August 18, 2013, and peaked at number 21.[34] According to IFPI, the song has sold 2 million copies worldwide.

Rihanna performing the song during her Diamonds World Tour

On September 27, 2013, Rihanna performed the song on Channel 4's Alan Carr: Chatty Man.[45] It is also included on the set list of her Diamonds World Tour (2013).[6]

Recording

• Recorded at Metropolis Studios, London, United Kingdom.
• Vocals recorded at Westlake Recording Studios, Los Angeles, California.
• Mixed at Ninja Club Studios, Atlanta, Georgia.

Personnel

Credits adapted from the liner notes of Unapologetic, Def Jam Recordings, SRP Records.[10]

• List of Billboard Dance Club Songs number ones of 2013