Rihanna is making her fans (a.k.a #RihannaNavy) work for their exclusives. Today, via a Facebook campaign called “Rihanna Unlocked,” the Navy got a sneak peek at the single “We Found Love” off of the artist’s sixth studio album, due out in November.
“Rihanna: Unlocked” follows a popular trend lately of utilizing Facebook “Likes” to unlock content — folks like J. Lo and Kanye West and Jay-Z have used what is commonly called the “Like Gate” in the past.
In order to access content, users have to “Like” Rihanna’s Facebook Page (she’s already the number one female artist on Facebook) and set out on what her camp is calling “missions” to get exclusives.
This week, fans have unlocked lyrics and artwork for “We Found Love,” as well as the single itself (it also leaked, naturally). We anticipate that the upcoming album’s title will also be revealed soon, as it is still TBA.
Campaigns like this serve as great ways to get fans excited about a release, and to keep them engaged with artists all along the way. Rihanna’s fans will continue to visit her Facebook Page until the album’s release in order to snag content, and will act as ambassadors to the artist by enlisting others to unlock exclusives.
Do you “Like” Rihanna on Facebook?
By Brenna Ehrlich