The fault lies in Rihanna & her team not treating this era like a comeback era. The music and rollout of everything so far is a factor as well, but Rihanna doesn't seem like she cares or like she's in the middle of a new era at all. The approach of everything is so nonchalant.
Judging from her single choices, she doesn't have the material needed to launch an album campaign - which would be passable if they were actually pushing the one potential hit they DO have (BBHMM). What makes it worse is that she is coming off of a two year break, where there was no material to keep her name in the GP's
mouths and keep the radios salivating for a future album.
Perhaps if she had done a big feature at some point within the break, it would've better prepared her to pull off something like this as she might have SOME more attention. But the era is really suffering from lackluster promotion and insufficient material.
I hope Jay Z will put pressure on her
It's like she don't like promoting her music
She is just so nonchalant
That attitude worked for her 2 last eras cuz she had two massive lead singles
If her label wants to make money they will have to force her
I think she's talented enough, I just don't believe she should have taken 2 and a half years to release new music and if she waited that long the lead single should have been amazing. 4,5 seconds was soooo different to any of her previous works ala Diamonds but Diamonds was excuted so much better, music wise and promo wise.
who started it 
