Decoded: Rihanna’s Brand is Definitely Not ‘Anti’ Profitability

SAMSUNG SENSATION

The Korean tech giant reached an unprecedented $25 million deal to sponsor Rihanna’s “Anti” album and tour in October 2015 after seven months of negotiations, making the deal the biggest music-marketing tie-up in recent history. Launch dates were pushed back as the star finalized the album, but hints of its elements were teased via her social media accounts, ANTIdiaRy.com, a Samsung-powered, mobile site.  More details on the release were seen during the November 2015 American Music Awards ads featuring the singer, On Feb. 26, she kicks off the North American leg of her “ANTI World Tour” in San Diego with Travis Scott.