Rihanna has unveiled a mobile-only site that gives a mysterious peek into her new album entitled ANTI, which is reportedly set to be released on music streaming service Tidal on Black Friday.
A series of ads teasing the artist’s eighth studio album ran during Sunday night’s American Music Awards and pointed to a mobile-only site that was launched in partnership with Samsung. The ads prominently feature a Samsung S6 phone, Rihanna posing in her room, and a series of braille-like characters that point viewers to a promotional website: ANTIdiary.com.
Visitors to the site can watch a clue-ridden (near-creepy) montage of content that feature a white bedroom, childish drawings, and Rihanna herself walking through a room. In addition to the Black Friday release on Jay-Z’s music-streaming service, the Guardian reported that Rihanna’s new album will be released in wider distribution on Dec. 4.
In late October, Rihanna inked a deal worth $25 million with Samsung to sponsor her album and upcoming tour. According to sources that spoke to the New York Post, Samsung will use the artist to promote its Galaxy line of products and have exclusive access to Rihanna-related content for its Milk Music radio service.
Samsung has previously partnered with Jay-Z, whose full-service entertainment company Roc Nation manages Rihanna. In 2013, the Korean tech giant gave away 1 million free copies of Jay-Z’s album Magna Carta Holy Grail to Galaxy S III, Galaxy S4, and Galaxy Note II owners through a special app, almost a week ahead of its wider release. However, the project was dogged by downloading issues on the app, leading Jay-Z to call the frustrating experience “not cool” and “disheartening.”
Rihanna isn’t the only hot artist with a new release trying to tie in major deals with companies. Adele’s agency, William Morris Endeavor, is reportedly pitching Apple (AAPL) on a $30-million sponsorship deal.