Do you remember the first time you heard a Rihanna song? Probably on the radio or in your MP3 player. A very distant time. Officially the singer has not released a personal project since Anti in 2016. Unofficially, the Barbadian collaborated in 2022 on the soundtrack of the film “Black Panther: Wakanda Forever” and in 2023 she returned to the stage during the Super Bowl halftime show. Musical appearances which have remained rare and devoid of anything new for nine long years.
Of the diamonds in the pockets
Today the singer has a fortune estimated at 1.4 billion dollars according to the magazine Forbes. Unlike Taylor Swift (who is the richest singer in the world), much of her wealth comes not from music, but from her entrepreneurial activities. If many stars launch their own brands to diversify their income, what makes the difference with Rihanna is her audience. “On Instagram she is followed by 150 million followers, she reaches more people than a women's magazine. So thanks to her community she can afford to do whatever she wants. Without forgetting that the singer is an important trend setter,” explains Carine Mamou, brand strategy expert. Rihanna's audience is also what pushed the PUMA brand to collaborate with her since 2014, “She is an incredibly successful businesswoman, a global music superstar and a fashion icon. Her unique sense of style and ability to set trends aligns perfectly with our brand vision. Rihanna's global appeal and authentic connection with audiences around the world make her an ideal partner to elevate our brand to new heights. » rejoices Allyssa Rapp, director of entertainment marketing for the German brand.
Stars have always been in business, remember Britney Spears' perfumes sold in supermarkets. For the expert, the businesswoman was very clever. “Before, stars saw business as something that demeaned them. Rihanna understood that she had to capitalize on her image to build an empire. But not all celebrities want to launch brands, it's especially those who have a commercial flair and who know how to surround themselves. »
Fashion, beauty, facial care and lingerie, since 2017 the superstar is everywhere. New innovation to date, its inclusive brand of hair products Fenty hair. After Beyoncé it is therefore a new star who is launching into hair, “Rihanna has had many hits, but what we remember about her is her attitude and her style. With each album she changed her look and hair projects,” recalls author and artistic director Rhoda Tchokokam. A project that therefore makes sense, as Carine Mamou confirms, “what’s a hit is beauty and hair is an extension of it. By going into the field of products for textured hair, she is heading into a new market where few stars are. Riri therefore has a new plan in mind: to become the queen of business. Even if it means forgetting the music a little
-“Why come back? She has nothing to gain.”
Focused on developing her empire, Rihanna abandoned music. Her performance during the 2023 Super Bowl halftime show made us hope for the launch of a tour, but the announcement during the event of her second pregnancy dampened all fans' hopes. Will the coming generation only know the star through his multiple brands?
For the author, the interpreter ofUmbrella et Rude Boy marked the musical landscape especially with her personality and her aura, “Becoming a businesswoman is surely what she wanted. Obviously she gave us hits but she doesn't have the abilities that certain artists like Beyoncé have. Rihanna found herself outside of music. » Today artists want to develop all their abilities and have several strings to their bow. Carine Mamou is banking on her return to the world of music one day. “I think she’s taking her time. It can come back, because in our time we do lots of things at the same time to satisfy all parts of our personality. »
Let's imagine that Riri comes back with a new album, what could she bring to pop? “By creating her character and with her attitude, she helped a lot to new artists like Tems who wrote a song for her for the film Black Panthers. » remembers Rhoda Tchokokam. But the artistic director does not want to create false hopes for the many fans, “Why come back? She has nothing to gain. If one day she is to return, it will surely be with a Caribbean project. In any case, she will remain an icon. »
