Rihanna's latest single is the death of creativity.
That's it. It's over. Unplug your guitar. Put down your paintbrush. Leave that ice sculpture for the sun. Rihanna has ruined everything.
It's bad enough that the X Factor bursts with so many brands (the contestants' phones, Syco, the hotel they stay in, more Syco, even the cups on the desk in the US version) that there's barely space for the soundwaves what with all that money flying about.
But now Rihanna has released an advert and it's got to number one. An advert.
I'm not naive. I'm used to Levi jeans once belting up the the charts and Mr Latest Bling Bling Hippety-hop getting jiggy with cars and expensive fizz, but the Rihanna thing is quite unbelievable. Let me explain.
A few years ago, Emporio Armani launched a fragrance called Diamonds. Cue a launch party with Beyonce, Josh Hartnett getting his nips out in black and white commercials. and a forthcoming tie-in with MTV.
Diamonds is, according to its maker's website, "inspired by both the past and the present, the traditional and the modern". Such unique selling points are "particularly reflected by the ingredients". Better the actual 'ingredients' than, say, the bottle coming with a buffalo that constantly points at a watch as it screams "don't think about the future, NEVER THINK ABOUT THE FUTURE" in Buffalese.
Nothing new, just people doing stuff.
So I can only imagine the writing process with Rihanna's latest single (no, I'm not calling her RiRi: she's not a panda), because she really has jumped the shark, punched the buffalo and bashed the bishop on this one.
RIHANNA: Shine bright like a... Shine bright like a... like a... I'm really struggling with a simile to finish this chorus.
PRODUCER: Star? Sun? Giorgio Armani's tanned face?
THE LIGHTS FLICKER. THE ROOM GETS COLD. ARMANI FLOATS INTO THE ROOM.
ARMANI: Someone mention my name?
RIHANNA: Georgie boy, we're struggling to finish--
ARMANI: Get a load of this.
ARMANI SPRAYS THE DIAMONDS FRAGRANCE INTO RIHANNA'S FACE. HER EYES GLAZE OVER. MEANWHILE, THE PRODUCER RUNS SCREAMING FROM THE BUILDING. HE RETIRES FROM WORKING IN STUDIOS, ALTHOUGH IN 2019 IS SPOTTED IN AN EARLY X FACTOR AUDITION DRESSED AS A BAD LEO SAYER."Shine bright like a diamond" it is. And that, dear reader, is how Rihanna's new single Diamonds came to be named after her employer's fragrance Diamonds, with both snuggled so close on this screenshot on the Official Charts Page (below), they could mate and give birth to, um, a parallelogram.
Well done, Rihanna. More than anyone in the history of the charts, you've reduced the number one spot to a commercial. Let's hope you do the same when you're saggy and old and advertising Farmfoods.
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