After what feels like a lifetime, ANTI is almost with us.
Rihanna revealed a restricted countdown website this past weekend - ANTIdiary.com - and today the first step was finally unlocked.
The 8-step countdown consists of virtual tours of various locations and begins with "The Bedroom": a childhood bedroom explored through the eyes of four children, or four aspects of Rihanna's personality (the tomboy, the beauty queen) as the journey to "The ANTI Bedroom" begins.
The literal key to R8 is teased in the video clips and fans have found that an Instagram account named "the keyholder" was set up earlier today and has since been posting ANTI imagery.
Each post has been located in different US cities, which also has the Navy wondering if the tour announcement is being rolled out simultaneously with the album countdown.
For now it's all very cryptic but tune into the American Music Awards tonight to find out more "ANTI" news.