5 years ago, Rihanna invited press and fans on a plane around the world with her. Here's what went down.

“Ladies and gentleman, there’s an emergency. Code seven-fucking-seven-seven!”

Rihanna’s chart-topping voice ricocheted through the narrow chamber of a Boeing 777 as she yelled those words just moments from taking off on one of the most ambitious publicity stunts the music industry has witnessed.

It was 2012 and it had only been a year since she released the commercially successful Talk That Talk, but like clockwork, Rihanna was back in the spotlight gearing up for the release of her project, Unapologetic. Instead of limiting herself to the usual slew of radio interviews and Saturday Night Live performances, someone in a boardroom somewhere threw out a crazy idea during a brainstorm that manifested in ways no one could have expected. In celebration of her seventh album, the 24 year-old superstar sent out invitations to around 250 members of her fan base (the Navy) and the press worldwide to join her on a seven-day tour, visiting seven countries, and playing seven shows. Read more…

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Source: Mashable | 5 years ago, Rihanna invited press and fans on a plane around the world with her. Here's what went down.