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Loud Tour

The Loud Tour was the fourth headlining by Barbadian singer , launched to promote her fifth studio album, Loud (2010). It began on June 4, 2011, at the 1st Mariner Arena in Baltimore, Maryland, and concluded on December 22, 2011, at in , , encompassing 98 performances across 21 countries in , , and . The tour featured an elaborate production with thematic segments emphasizing sensuality, shock value, and high-energy choreography, including neon-lit stages, aerial acrobatics, and covers like Prince's "." Rihanna's setlists drew heavily from Loud—with hits such as "Only Girl (In the World)," "What's My Name?," and "S&M"—while incorporating earlier singles like "Disturbia," "," and "" for a two-hour show blending pop, R&B, and elements. Special guest appearances, including during the stop and as an initial opener (who later departed), added to the tour's buzz, though incidents like a stage fire in briefly halted a performance. Commercially, the Loud Tour was a major success, grossing an estimated $90 million in ticket sales and ranking as the seventh highest-grossing tour of 2011, with Rihanna breaking records by performing 10 sold-out shows at The O2 Arena alone. A live recording, Rihanna: Loud Tour Live at the O2, captured the final London concert and was released in 2012, featuring 21 tracks that highlighted the tour's dynamic visuals and Rihanna's commanding stage presence.

Background

Development and announcement

Following the release of Rihanna's fifth studio album Loud on November 12, 2010, the Loud Tour was conceived in late 2010 as a continuation of her live performance career, building directly on the success of her previous Tour (2010–2011). The album's promotional needs drove the planning, positioning the tour as the primary vehicle to showcase its and R&B tracks to global audiences. The tour was officially announced on February 9, 2011, while was still performing on the Last Girl on Earth Tour, with the initial reveal focusing on North American dates starting in June. In a press statement, described it as an "all new production," emphasizing its fresh approach: "We're creating an incredible ride with this tour. I'm excited to get out on the road and share my new music from this album. We are going to have an amazing time and I know my fans are ready to get LOUD!" Live Nation served as the primary promoter, overseeing venue bookings and logistical arrangements for the North American leg and beyond, ensuring a seamless extension from Rihanna's prior touring efforts.

Pre-tour preparations

Rehearsals for the Loud Tour commenced in April 2011 in Los Angeles, where Rihanna described the sessions as "pretty majah," highlighting their energetic and demanding nature as the team fine-tuned performances ahead of the June launch. Choreographer Stephanie Roos led the dance preparations, structuring the show into thematic segments such as "Hard," "Sex Shop," and "Love" to align with the album's bold aesthetic, while creative director oversaw the overall vision and integration of movement with visuals. Production manager Joe Sanchez coordinated the selection of the tour crew, assembling a team of technicians, stagehands, and support staff to handle the tour's 98 dates across and , drawing on established protocols from Rihanna's prior outings like the Tour. Promotional efforts ramped up with behind-the-scenes footage released in early June 2011, showcasing rehearsal glimpses to heighten anticipation and tying directly into the hype for Loud album singles "S&M" and "What's My Name?," both of which had topped charts and featured in pre-tour marketing. In May 2011, announcements expanded the itinerary with additional European dates, solidifying the tour's international scope beyond the initial North American focus while incorporating tie-ins like official merchandise lines to engage global fans.

Production

Stage design and technology

The stage design for Rihanna's Loud Tour was created by production designer LeRoy Bennett, with creative direction and choreography by , emphasizing intensity and visual impact through a main stage setup that included a circular turntable for dynamic movement, four onstage trap doors allowing performers to descend to the floor level, and a moving sidewalk functioning as a catwalk extending toward the audience. Elevated band risers featured infinity boxes lined with 1,000 channels of three-channel RGB LED tape, producing mirrored lighting effects that aligned with the tour's bold, colorful aesthetics inspired by the Loud album. A circular B-stage, positioned as an island on the arena floor behind the front-of-house mixing position, facilitated intimate segments by bringing Rihanna closer to fans for surprise entrances and acoustic moments. Technological elements enhanced the immersive experience, with extensive use of LED screens including four 9-by-9-foot transparent 9mm Winvision panels (supplied by VER) integrated with Martin MAC 101 moving-head wash lights hidden behind them, a 20-by-60-foot AV Stumpfl rear-projection screen, and custom "book shelves" LED displays for layered video content. , controlled via a grandMA console, incorporated 60 VL3000 spots, 24 Coemar Infinity Wash XLs, and nine Elation Platinum Beam 5R moving heads, synchronized to the music for dramatic effects during performances. Pyrotechnics added high-energy bursts, though a malfunction during the July 8, 2011, show caused a in the overhead rig, leading to an evacuation and abbreviated performance. Additional effects included confetti cannons deployed during high-energy closers like "," filling the venue to amplify celebratory moments. utilized two Green Hippo Hippotizer V3 media servers, a MVS 6000 switcher, and ten Barco R22 projectors, supporting two 13-by-24-foot I-Mag screens for close-up audience views. The tour's technical crew, led by production manager Joe Sanchez and lighting director Dominic "Dom" Smith, handled setup and operations for the 98-show run across four legs spanning , , and . Equipment logistics involved 15 Roadshow trucks to transport the full rig, ensuring efficient transitions between venues from June to December 2011.

Costumes and visuals

The costumes for Rihanna's Loud Tour were designed to reflect the album's bold, sensual pop-R&B aesthetic, emphasizing provocative and high-impact looks that evolved with each performance segment. Stylist , who curated the wardrobe, collaborated with designers such as Adam Selman for custom pieces, including a crystal-covered two-piece ensemble that added shimmer and depth under stage lights. Other notable outfits featured contributions from threeasfour, , and a vintage 1991 chunky beaded , creating a mix of futuristic and edgy elements like an encrusted , a , and a skimpy metallic romper. These designs incorporated ripping jackets to reveal underlying embellished leotards or s, facilitating quick transitions during the show's high-energy acts. The wardrobe extended to Rihanna's backup dancers, who wore layered fluorescent-colored legwear from We Love Colors to enhance the vibrant, synchronized visuals during group performances. Outfits varied flamboyantly across segments, with inspirations drawn from Cheyco Leidmann's bright, poppy color palette to evoke the tour's "loud" theme. Wardrobe changes occurred frequently, allowing Rihanna to shift from metallic and crystal-adorned bodysuits in upbeat numbers to more revealing, body-armor-like pieces in sensual sections, amplifying the production's dynamic flow. Supplementary visual elements complemented the costumes through integrated video projections and graphics, directed by Bert Paré Jr. under production designer LeRoy Bennett. These included a 20-by-60-foot rear-projection screen and four mobile 9-by-9-foot LED pods that displayed abstract animations and real-time effects, such as distortion patterns synchronized with "Disturbia" and ink-drop visuals for "Skin," enhancing the performers' outfits with immersive, thematic backdrops. The graphics evoked a modern, evocative "loud" feeling without literal noise, using the Hippotizer media server for seamless integration with costume reveals and dancer movements.

Tour overview

Itinerary and opening acts

The Loud Tour was divided into three legs: the North American leg from June to August 2011, the South American leg in September 2011, and the European leg from September to December 2011 (including the UK finale). The tour encompassed a total of 98 concerts, commencing on June 4, 2011, at the 1st Mariner Arena in , , and ending on December 22, 2011, at in , . The South American leg consisted of four shows in Brazil: São Paulo (September 17), Belo Horizonte (September 18), Brasília (September 21), and Rio de Janeiro (September 23 at Rock in Rio festival). Opening acts varied by region to complement the tour's global scope. In North America, CeeLo Green opened the initial dates before departing in late June 2011 due to scheduling conflicts, with J. Cole serving as the primary support act thereafter, joined by B.o.B. on select dates and Cover Drive for the Barbados show on August 5. For the European and UK portions, Calvin Harris performed as the opening act on multiple dates. The itinerary featured a mix of venue types, ranging from large arenas such as in and the in to major festivals including in , , allowing Rihanna to reach diverse audiences across continents.

Concert synopsis

The Loud Tour performances typically lasted about two hours, unfolding in a sequential structure divided into distinct thematic acts that created a cohesive flow from to intimacy and . The show opened with a high-energy segment on the main stage, where Rihanna made a dramatic entrance amid bold visuals, , and ensemble dancing to establish an empowering tone that captivated the audience from the outset. As the production progressed, it transitioned to a sensual middle act featuring provocative staging, including military-themed elements like a smoke-emitting and playful interactions such as pillow fights, heightening the intimate and seductive atmosphere. Midway through, the concert shifted to an intimate B-stage acoustic segment near the audience, allowing to connect directly with fans through stripped-down performances and personal engagement, often via catwalk walks into the seating areas. The celebratory closer then built to a euphoric peak with upbeat communal chants and fan interactions, ending in a confetti-filled encore that reinforced themes of joy and unity. Across the tour's legs, the structure evolved slightly, incorporating added elements like new flair in non-North dates to adapt to international audiences. Moving LED screens, turntables, and trap doors enhanced these transitions, ensuring a fluid progression between acts.

Setlist and performance

Typical setlist

The typical setlist for Rihanna's Loud Tour consisted of a high-energy sequence of approximately 20 songs, designed to showcase the vibrant tracks from her 2010 album Loud while incorporating fan-favorite hits from earlier releases for balance and pacing. The show was structured across multiple acts and stages, beginning with an explosive opener on the main stage and transitioning to more intimate acoustic rearrangements on the B-stage to vary the tempo and engage closer audiences. Song selections emphasized uptempo dance numbers and ballads, with medleys combining tracks to maintain momentum, such as an S&M medley incorporating elements from (2009) for dynamic flow. The core setlist, as performed in mid-tour shows like the July 19, 2011, concert at , opened with "Only Girl (In the World)" followed by "Disturbia" and "." This led into "Man Down," "" (Prince cover), and an S&M medley with "Let Me," then "," "Raining Men," "Hard," "Breakin' Dishes," "Live Your Life," "Unfaithful," "," and "" before transitioning to the B-stage. The main set continued with "What's My Name?," "," and "Cheers (Drink to That)," followed by "Don't Stop the Music" and "Take a Bow." The encore featured "" and "" with guest , closing with "." On the B-stage, Rihanna delivered acoustic rearrangements for emotional depth, exemplified by a stripped-down guitar version of "Unfaithful" paired with "California King Bed" and "Breakin' Dishes" to contrast the earlier spectacle. Overall, the setlist drew primarily from Loud, with roughly 70% of tracks sourced from the album to promote its hits like "Only Girl (In the World)," "What's My Name?," and "Cheers (Drink to That)," while interspersing prior successes for variety and to appeal to longtime fans. This curation ensured a runtime of about 90-100 minutes, blending new material with established anthems to sustain the tour's celebratory, unapologetic vibe.

Variations and additions

During the European leg of the Loud Tour, Rihanna introduced "We Found Love" to the setlist starting on November 14, 2011, with its debut performance at London's serving as the show's closer and featuring a video introduction by producer ; the song quickly became a staple encore across the remaining dates. Regional adjustments were made to accommodate local contexts and audience preferences, such as the inclusion of the Spanish-language track "Te Amo" exclusively during South American shows in and to resonate with Portuguese-speaking fans. In festival settings like on September 23, 2011, the setlist was shortened to approximately 17 songs, omitting segments like "Darling Nikki," "Let Me," "Skin," and "Breakin' Dishes" to fit time constraints while prioritizing high-energy hits such as "Only Girl (In the World)" and "S&M." Cover songs and guest appearances added variety to select performances; for instance, Rihanna incorporated a snippet of Lynyrd Skynyrd's "Sweet Home Alabama" during the Birmingham benefit show on July 11, 2011, and Calvin Harris made guest appearances during UK dates to perform "We Found Love" live together. In response to strong audience demand in key markets like London, where Rihanna played a record 10 shows at The O2 Arena, encores were occasionally extended with additional hits from earlier albums, enhancing the experience based on crowd energy and feedback.

Reception

Critical response

Critics generally praised Rihanna's performance during the Loud Tour for its high energy and her commanding stage presence, marking a step up in confidence and dynamism compared to her prior outings. In a review of the tour's opening night in , highlighted Rihanna's captivating delivery, noting her strong vocals on covers like Prince's "" and the bold, erotic production elements that created an over-the-top spectacle, drawing the audience into her world of sensuality and rhythm. echoed this, commending her "surprising tenacity" in vocals and overwhelming attitude, particularly in themed segments exploring love, pain, and power, where she embodied roles from to vulnerable figure with infectious energy. These elements fostered a strong connection with fans, as Rihanna's and direct interactions kept crowds engaged throughout the two-hour sets. Reviews also lauded the production's visual flair and Rihanna's growth as a live performer, with her vocal prowess shining in hits like "Only Girl (In the World)" and "S&M." noted in coverage of a stop that Rihanna "blazed through" the performance, incorporating thematic breaks filled with sex, shock, and shimmying that amplified her stage command and fan rapport. Outlets like these contributed to an overall positive critical consensus, with many assigning high marks—such as four out of five stars—for the tour's lively execution and Rihanna's ability to blend pop spectacle with personal intensity. However, some critiques pointed to inconsistencies in pacing and production cohesion, particularly during high-choreography sequences. The Guardian's review of a O2 Arena show acknowledged Rihanna's energetic strutting and charismatic vocals on tracks like "Man Down" and "," praising her bittersweet menace and crowd connection that created an intimate vibe despite the arena's scale. Yet, it faulted the staging for "needless rock clichés" and a lack of unifying concept, with elements like guitar solos and video screens feeling disjointed and slowing momentum in longer segments. similarly noted that early emphasis on deeper album cuts occasionally lacked the polish of major , though these were minor detractors amid the tour's broader acclaim for Rihanna's confident evolution.

Commercial performance

The Loud Tour generated a total gross of $90 million across 98 shows to 1.2 million attendees, securing the seventh position among the highest-grossing concert tours of according to year-end rankings reported by . This financial achievement underscored Rihanna's rising status as a major touring act, surpassing many contemporaries in the pop and genres during that period. Tickets for the tour experienced rapid sell-outs in key markets, including multiple nights at New York's and a record-breaking ten consecutive performances at London's , the most by any artist at the venue at the time. The average ticket price was $75, reflecting strong demand and varied seating options that contributed to the tour's robust revenue stream. The tour demonstrated a significant international appeal, with Europe proving particularly lucrative from sold-out arenas across the continent, while North American dates provided a solid foundation for the overall success. This global reach highlighted Rihanna's ability to draw diverse audiences beyond her home market. As a promotional vehicle for the 2010 album Loud, the tour amplified its commercial longevity, driving increased physical sales and digital consumption that helped the record achieve over 6.6 million units sold worldwide as of 2025. Post-tour, the album's streams surged in the streaming era, further cementing its status as one of Rihanna's best-selling projects.

Incidents and logistics

Show incidents

During the Loud Tour, several notable onstage incidents occurred, though most were minor and did not significantly disrupt performances. The most serious mishap took place on July 8, 2011, at the American Airlines Center in Dallas, Texas, where a fire broke out from malfunctioning pyrotechnics equipment positioned above the stage. The blaze erupted immediately following Rihanna's performance of "California King Bed," filling the venue with smoke and prompting an immediate evacuation of the approximately 14,000 attendees for safety reasons. No injuries were reported among the audience, performers, or crew, and the fire was quickly extinguished by venue staff and firefighters, but the show was cut short midway through and not rescheduled. Rihanna later expressed frustration over the incident on social media, noting it as an unfortunate production technical failure. Other performance-related mishaps included a slip during the June 22, 2011, at Rexall Place in , , . While performing "What's My Name?," Rihanna tripped on her high heels midway through the song, falling to her knees on stage but quickly recovering to continue the set without interruption, turning the moment into an impromptu display of resilience that amused the crowd. Crowd interactions occasionally led to security interventions, as seen during the tour's promotional appearance on May 27, 2011, at NBC's Today Show in . As Rihanna walked through the audience during "S&M," an overzealous fan grabbed her waist and pulled her toward the metal barricade, requiring security to promptly separate her from the crowd to prevent further escalation. Such incidents highlighted the intense fan enthusiasm but were managed efficiently to ensure the singer's safety.

Cancellations and reschedulings

The Loud Tour experienced several cancellations due to unforeseen circumstances, including health issues and technical incidents, though no major reschedulings were reported. On July 8, 2011, the concert scheduled at the in , , was abruptly halted midway through the performance when a fire broke out above the stage, caused by a pyrotechnics malfunction. The incident forced an evacuation, and the show was not completed or rescheduled, with promoter Live Nation confirming that no refunds would be issued despite fan requests. This event marked one of the tour's notable disruptions from external safety concerns. In late October and early November 2011, canceled two European dates due to severe flu symptoms that led to hospitalization and vocal strain from exhaustion. The October 31 show at in , , was scrapped hours before it was set to begin after was rushed to a local for intravenous treatment. Similarly, the November 2 performance at Ericsson Globe in , , was canceled the following day as her condition worsened, preventing her from performing. addressed fans directly via , posting updates including a photo of her IV drip and apologies for the disruptions, emphasizing her disappointment while assuring them of her recovery efforts. These cancellations affected thousands of ticket holders, prompting swift communication from the tour's team about refund policies—full reimbursements were processed for the dates through official channels—and makeup announcements, though the shows ultimately were not rescheduled to maintain the tour's momentum. The incidents highlighted the physical toll of the grueling 98-show itinerary on , who had been advised by medical staff to rest amid the flu outbreak during the European leg.

Media coverage

Broadcasts

Rihanna's performance at on September 23, 2011, in , marked a significant broadcast moment for the Loud Tour, airing live on Brazilian television networks Rede Globo and Multishow. The Globo transmission featured live coverage presented by Zeca Camargo, while Multishow delivered over 60 hours of festival programming across TV and its website, including Rihanna's set as one of the key pop acts alongside and . The show was also streamed live on exclusively for international audiences outside , enabling global real-time access to highlights from the tour's setlist, such as "Only Girl (In the World)" and "Disturbia." This broadcast contributed to the festival's massive reach, with daily attendance exceeding people and the event's overall draw of 700,000 tickets sold, underscoring the tour's visibility in . Select European tour dates received additional media exposure through snippets on networks, including clips from the Paris concerts in October 2011. Promotional clips from non-broadcast shows were shared on and Rihanna's official channels, featuring performance excerpts to promote the tour internationally. International syndication extended to excerpts from the London shows in late 2011, offering brief televised segments of the tour's high-energy production.

Recordings and releases

The primary official recording from Rihanna's Loud Tour is the concert film Loud Tour Live at the O2, which captures performances from her final shows at London's from December 20 to 22, 2011. Released on December 18, 2012, by and SRP Records in DVD, Blu-ray, and digital formats, the 110-minute production features 21 live songs spanning Rihanna's catalog up to that point, including hits from Loud such as "Only Girl (In the World)," "S&M," and "Man Down," alongside earlier tracks like "Disturbia" and "." Directed by Paul Dugdale and produced by Fenty Films and , the film emphasizes the tour's elaborate staging with thematic sets, pyrotechnics, and costume changes, providing a comprehensive visual archive of the production. No standalone audio album from the Loud Tour was commercially released, and live tracks from the performances were not incorporated into reissues of Rihanna's Loud album or subsequent studio releases like the 2011 deluxe edition of Talk That Talk. Similarly, the tour's material did not appear on later compilations such as Rihanna's 2016 vinyl box set or other official collections through 2025. As of November 2025, Loud Tour Live at the O2 remains the sole official commercial release documenting the tour in full, available for streaming on platforms like Apple Music and purchase via digital retailers. In the absence of additional official captures, fan-recorded footage has served as supplementary documentation, with compilations of high-quality videos from shows across the tour—such as the Manchester performance—circulating widely on YouTube since 2011. These user-uploaded clips, often featuring standout moments like the "Umbrella" encore, have amassed millions of views but lack formal endorsement or integration into official media by Rihanna's team as of 2025.

Box office data

Gross earnings

The Loud Tour generated a total gross of $90 million USD from ticket sales across 98 shows, ranking it as the seventh highest-grossing tour worldwide in according to industry tracker , which reported the figure based on 78 shows. This figure reflected strong demand for Rihanna's performances, with an average ticket price of approximately $75 and consistent sell-outs in major markets. Among individual performances, the highest-earning shows occurred during the multiple nights at London's , where each date exceeded $2 million in gross revenue due to near-capacity crowds and premium pricing. This venue run exemplified the tour's commercial peak in . In comparison to Rihanna's prior Tour, which grossed approximately $40 million, the Loud Tour marked a more than doubling in overall earnings, signaling heightened global popularity following the success of the Loud album.

Attendance figures

The Loud Tour attracted a total attendance of 1,200,800 fans across its 98 shows worldwide. With an average attendance of approximately 12,000 per show, the tour saw peaks exceeding 20,000 at major arenas, including in where Rihanna performed a record-breaking 10 sold-out dates to over 170,000 fans combined. The tour achieved full capacities in 70 shows, particularly during the leg where demand led to extended runs in cities like and . demographics skewed predominantly toward young females aged 18–35, reflecting Rihanna's core fanbase of teens and young adults, often attending in groups or couples. Strong international turnout was evident in regions like , where tickets sold out rapidly for multiple dates totaling over 85,000 attendees.

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