Rihanna, HMV Forum, London

Rihanna is late on stage, of course she is. But only one hour and ten minutes late. For that we should be thankful. She’s been a busy woman. The pop minx’s promotional trip – the 777 tour – has seen her flying journalists and fans around the world as she plugs her new album, ‘Unapologetic’.

Her appearance in London is one of seven concerts in seven nights in seven countries on, of course, a 777 jumbo jet. There have been reports that it’s turned into a Spinal Tap-type disaster as she refused to come out of the special ‘panic room’ to actually promote the album. It apparently even led to one journalist drunkenly streaking down the plane as others chanted ‘Just one quote!”.

However, at the London leg at the HMV Forum, it’s Rihanna leading the chants, as she incredulously tells the crowd to scream brand names at the top of their lungs. ‘Everybody say HTC!’, ‘Everybody say River Island!’ she shouts.

It’s a low point but it doesn’t detract from the fact that RiRi is a consummate performer. Dressed in white pyjamas and a black bra, she oozes effortless sass and charisma. For an hour she nonchalantly patrols the stage, at times gently dancing, at times not bothering, at others caressing her body in a way I would say was suggestive, if it was in anyway ambiguous.

She begins with ‘Cockiness’ as a giant snake slides across the giant screens behind her before launching into the ‘party section’ of the show with ‘Only Girl (In The World)’ which lifts off on a rocket of synths. ‘Please Don’t Stop The Music’ helps build the momentum before a few too many cloying acoustic numbers – including ‘Take A Bow’ - see the set sag slightly.

It’s left to her versions of ‘Run This Town’ and ‘Turn off the Lights’ to get the night back on track – these are two mighty anthems of the highest order. But then it all seems to go briefly wrong during ‘Where Have You Been’. She stops the music and looks back at the band. ‘What the fuck is that? Why is the track off with the band? This is the shit you have to deal with on a rock ‘n’ roll tour’. But it’s soon apparent this is another ‘bit’ as she then reels off the names of the companies involved in streaming the show.

It takes a stunning crescendo to the show to make you forget all of that. ‘Diamonds’ sounds huge tonight, Rihanna’s rich vocals adding something to the live track and ‘Umbrella’, well, it’s just one of the best songs of the last ten years (and people actually brought in umbrellas which, after the severity of my frisk, I’m surprised made it in). It climaxes with ‘We Found Love’ as confetti and dry ice surround the crowd who are all pogoing along in unison.

It all goes to prove that RiRi is the perfect pop star – and a brand herself: interesting, distinctive and unique. Maybe the next chant should just be: ‘Everybody say RiRi!’