It was digitally released on Novemvia iTunes in all countries except Australia.
An online streaming of the video was also made available for viewing at.
The music video for "Diamonds" premiered November 8, 2012, on MTV and MTV.com. Scenes of Rihanna standing in a deserted landscape are also shown. The scenes are intercut with police officers chasing armed fighters. It features Rihanna emerging from a trailer, wrapped in a "leopard-print" robe and heading to the shooting set. we tried to bring up these deeper questions that relate to song and her life and finding beauty in chaos and finding beauty in pain and finding pain in beauty." On November 7, 2012, a behind-the-scenes video was posted on MTV's official website. What's truth or fiction? You know 'Is she drowning, or is she in complete ecstasy? Are those hands coming apart, or are they finding each other?'. they needed to feel like dream vignettes, like, when you wake up from a dream, you realize what you were dreaming about is not really what it was about, it was about something else." He further explained, "And you can see what I'm getting at in terms of relating this to Rihanna's real life, and what she's been through. Mandler also spoke about the video and its theme, "With this one, I felt the need to create a wider landscape almost hint at things, go into things, then get out of them, and not allow people to attach themselves to too much.
Ethan Sacks of New York Daily News wrote, "Rihanna looked like a gem on the set of her video shoot." Speaking to MTV News, Rihanna explained the concept behind the video explaining that with different abstract scenes she wanted to give the audience "the right emotion". Photographs of the production were leaked on the same day on them, Rihanna is seen wearing a white and black dress as she stands in front of a fire and looks into the camera. It was directed by her regular collaborator Anthony Mandler, who previously directed Rihanna's music videos for " Russian Roulette" (2009) and " Man Down" (2011). Rihanna began shooting the music video for " Diamonds" on Octoin Los Angeles, California.
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