Rude Boy

The recording was directed by Melina Matsoukas in January 2010. Matsoukas previously directed Rihanna's "Hard" music video. Rihanna said that the recording is "completely different from any other recording I've shot before", describing it as "pretty freakin' cool". She added: "A lot of my videos are really dark and nervy and tough. 'Rude Boy' is more playing along the lines from my roots. We used a lot of color, but also the costumes were very Jamaican dance-hall queen type".

In addition to the '80s pop prowess style and Jamaican dancehall theme, Rihanna can be seen doing various 90's dancehall moves such as the bogle, the butterfly, the tatti among others.

The recording premiered on February 10, 2010, on VEVO, and a hebdomad later it received over two million hits. The recording features Rihanna in over seven different outfits ranging from a zebra indicant bodysuit to a multi-colored miniskirt and black halterneck. Words such as "want, want, want", "boom boom boom" and "Rude Boy" are projected onto the screen. She dances throughout the whole recording with some scenes shown of her seducing and flirting with a man.

It is now Rihanna's fourth-most-viewed recording on YouTube[citation needed] and has been viewed over 17 million times.