Development and synopsis are shown throughout the video including the
inauguration of the first ever black president,
Barack Obama|alt=See caption The
music video for "American Oxygen" was directed by Darren Craig,
Jonathan Craven and Jeff Nicholas of the Uprising Creative. The trio had previously collaborated with Rihanna on the video for her 2013 single, "
What Now".
Nathan Scherrer served as a producer of the visual, while Isaac Bauman was the
director of photography. Clark Eddy of Snipomatic was the editor of the video, while Ben Piety helped the line producing. Brandon Mendez served as a production designer, Mel Ottenberg designed Rihanna's outfits, while Trevor Durtschi and Ntropic did the coloring. It premiered on April 6 exclusively on Tidal. On April 16 it was uploaded on Rihanna's official
Vevo account on
YouTube. Subsequently, Rihanna posted on her official
Twitter account, "one of the most important music videos I have made to date". The same day, it was made available for digital download on the iTunes Store. The video begins with Rihanna standing on the stairs of a building on which wall is a big
American flag. During the moment, shadows of a number of people are screened on the wall. Scenes are intercut with a moment from the
inauguration of the first ever black American president,
Barack Obama. As the song begins Rihanna is shown singing the lyrics in front of a giant American flag. Other scenes such as rising up the flag, peaceful protests and imagery of a typical American family are also shown. Those are followed by inserts which include
Martin Luther King Jr. and an
American slave. Other scenes such as
immigration in the country, the
Apollo 11, the
1968 Olympics Black Power salute,
Beatlemania,
Occupy Wall Street,
September 11 attacks and
Black Lives Matter are also presented throughout the clip. At one point Rihanna is seen wearing a parachute suit while a big parachute is hanging on her back, struggling to crawl with it. It ends with Rihanna losing off her parachute. She looks in the camera "intently" and "tilts her head in a mildly defiant, almost challenging way". Steven Gottlieb of Videostatic wrote that the video is, "is probably a bit more political than you might expect, utilizing a mix of news footage that runs the gamut from tragedy to transcendence." Daniel Kreps of
Rolling Stone described the visual as, a quasi-time capsule feel, juxtaposing patriotic imagery with archival footage of the United States' most noteworthy historical events." Quartz's Flanagin disagreed with the critics who thought the video and the song were contradictory. According to him, "The message is clear: the life of the American immigrant is full of contradictions. To embark for the United States, illegally or with visa in hand, as a strawberry-picker or a pop-star, is an endeavor fueled by hope. But new arrivals often face intense social push back." The video has since been nominated for the Best Video With A Social Message at the
2015 MTV Video Music Awards. == Live performances ==