According to sources, Rihanna dances around in latex poking fun at the ball-gag-wearing media in the video, while singing lyrics like 'Sex in the air/ I don't care/ I love the smell of it/ Sticks and stones may break my bones/ But chains and whips excite me'.
Besides YouTube, 11 countries have already banned the video from airplay. Several radio stations have also stopped airing it over its racy lyrics. Some radio stations including BBC 1 Radio are waiting for its edited version before taking it live on air.
However, Rihanna has already got the S&M video posted on Rihannanow.com. Recently, the singer tweeted, "U can now view the S&M video on Rihannanow.com UNFLAGGED!!!" She thinks that she is perfectly good at being bad in her new video. Talking about its racy content, she tweeted, "They watched Umbrella... I was full nude."