The new video comes as an American model claimed she had a lesbian affair with a female singer, widely thought to be Rihanna.
While her videos are never demure, her latest features the singer in a series of latex outfits engaging in SnM pursuits, reports the Daily Mail.
Throughout the video Rihanna is seen poking fun at the media, with the plot set in a mock press conference.
The video, shot by Melina Matsoukas, who also directed her track Rude Boy - opens with the 22-year-old dressed in newsprint being dragged into a room full of journalists.
She gives an interview from behind a plastic sheet as the reporters scribble away while wearing ball mouth gags.
Soon they are bound by latex tape and lying on mattresses as Rihanna, now wearing latex underwear, writhes around on top of them and whips them as they squirm.
Even Gossip blogger Perez Hilton is said to have made an appearance, apparently being led on a leash by the singer, who treats him as a pet while whipping him outside a suburban house. (ANI)