BBHMM

As New York Fashion Week got underway, Adam Selman, the designer responsible for Rihanna’s 2014 CFDA Awards naked dress, that put him on every major fashion editor’s radar, took the stage September 10th. But that’s not the only Rihanna buzz making headlines at NYFW.

On the heels of last week’s launch of her latest fragrance, RiRi, the star has another announcement. An answer, really, to that burning question. “What happened to the accountant?” That’s been a question on the minds of everyone that has seen Rihanna’s most recent #music video: Bitch Better Have My Money. It’s clear from the controversial video what happens to the woman, from being kidnapped, to tied up and whisked away on wild adventures. And, today, Rihanna answers that question with the release of her new app that provides the “missing chapter” to her BBHMM cliffhanger.

But it’s not just any app. It’s an entire immersive, #virtual reality experience, shot in #360 video and enabled for playback on mobile devices and virtual reality headsets (HMDs). At the New York Fashion Week event, a few lucky attendees were able to experience the app for themselves, on #Samsung GearVR headsets, inside a private block party hosted by Rihanna’s label, RocNation. Ciarra Pardo, Fenty Corp’s Chief Creative Officer, had the alluring idea of somehow filling in the blanks for BBHMM, and exposing to people what really happened to the Accountant, played by Mads Mikkelsen. Mads Mikkelsen as ‘The Accountant’ gets what he’s owed.

For the BBHMM app, Stargate Media wanted to provide an even more personal experience. “We entered the project at the earliest stage, and were able to provide input for how we thought the story could best be told,” says Renate Fossum, Stargate Media’s Co-Founder and Producer of the app. Their answer was to give the user a first-person (POV) viewpoint. “You feel as though you are a character in the scene. You are the Accountant.

Working closely with Megaforce, the team behind the music video, the material for the POV app was shot on location, alongside the video, in the middle of the night. “We did not have a lot of time, so we had to be extremely efficient in getting the material we needed,” said Stargate Media´s Interactive Director and Co-Founder Bjørn-Morten Nerland.

It’s an entire immersive, virtual reality experience, shot in 360 video and enabled for playback on virtual reality headsets. Starting at the New York Fashion Week event, a few lucky attendees were able to experience the app for themselves, on Samsung GearVR headsets, inside a private block party hosted by Rihanna’s label, RocNation.