Matsoukas told Billboard that the video was inspired by Rihanna's "sadomasochist relationship with the press ... it isn't just about a bunch of whips and chains."
Matsoukas mengatakan kepada Billboard bahwa video itu terinspirasi oleh Rihanna "hubungan sadomasochist dengan media ... itu bukan hanya tentang sekelompok cambuk dan rantai."