Rihanna just released her third single "Rude Boy" from her studio album "Rated R" on 9 February 2010. The video was directed by Melina Matsoukas in January 2010. Melina directed Rihanna's "Hard" video. Rihanna described the video as "completely different from any other video I've shot before. A lot of my videos are really dark and edgy and tough. "Rude Boy" is more playing along the lines from my roots. We used a lot of color, but also the costumes were very Jamaican dance-hall queen type". The video has premiered on 10 February 2010 on VEVO.