Rihanna's new album, Talk That Talk is slated for a Nov. 21 release that will be followed by an "Ellen Show" appearance the same day, and it is building hype with the "Rihanna Unlocked" campaign.
Her first single off the new album We Found Love is enjoying its second week at the Billboard 100 No. 1 spot becoming her 11th No. 1 hit and 20th top 10 on the Hot 100 list, setting a record as the second fastest hit trailing the Beatles.
Her second single, "You Da One," produced by Dr. Luke, will be released Friday.
The "Rihanna Unlocked" campaign is allowing the singer's Facebook and Twitter fans, totaling around 55 million users, to uncover new features and gain special access to Talk That Talk.
Her label, Island Def Jam, said "Rihanna Unlocked" has garnered 500 million Facebook impressions.
Rihanna recently canceled a few tour dates in Europe due to a bad case of the flu, but rumors swirled of a possible pregnancy.
The singer was also hospitalized last year in Europe before a show in Switzerland. She was only there for three hours and was able to return for her performance later that night.
Rihanna recently came under fire for her music video for "We Found Love." In the video, along with many of Rihanna's other music videos, overtly sexualized themes have drawn heat from woman's groups, parents, and pastors.
"Rihanna's new video is a disgrace. It sends the message that she is an object to be possessed by men, which is disturbingly what we see in real violence cases," said Eileen Kelly of the Rape Crisis Center in England.
The point of the music video is to allegedly show how love can be like a drug, and does so using images driven by sex and drugs as Rihanna goes through the motions with a Chris Brown look-a-like.
The video could be interpreted as a loose re-creation of the relationship between Rihanna and Chris Brown before his physical assault on her ending the romance.