How Rihanna's Plane Stunt Spawned Sales

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Rihanna had a 10-person entourage and four-member glam squad.

Rihanna's promo tour for her seventh album, Unapologetic -- during which the singer traveled to seven countries in seven nights in a chartered 777 jet carrying 265 journalists and fans -- brought press stunts to new, er, heights. Even though planes repeatedly were delayed and journalists complained about limited access to the songstress (some handed out "Missing: Rihanna" fliers and chanted, "Save our jobs!"), the air adventure generated 1 billion media impressions, according to label Island Def Jam. But will the pricey tour pay off? Unapologetic's first single, "Diamonds," reached No. 1 on the Billboard Hot 100 the morning after the tour wrapped Nov. 20, her 12th career chart-topper. However, Rihanna never has had an album top the Billboard 200, and IDJ hopes Unapologetic will be the first when SoundScan numbers are released Nov. 28. Early estimates point to a 225,000-plus week, her best showing to date. Says IDJ president and COO Steve Bartels, "I can tell you from firsthand experience that no one works harder, and has more fun doing it, than Rihanna."


  • 14,000: Miles traveled, including to Mexico City, Stockholm, Berlin and Paris
  • $3 Million: Fines for flights delayed on tarmacs because of the singer's chronic tardiness.
  • 70: Cases of Rihana fave Ace of Spades champagne on board.
  • 15: Duffel bags of clothes Rihanna traveled with, according to reports.
  • 3.5: Average number of hours, insiders say, journalists slept a night.