Taqiqin

In June 2010, it was revealed that Rihanna was planning to release her fifth studio album soon. Recording sessions for the album began in February 2010, and continued over a period of six months, concluding in August 2010. Singers, songwriters and producers Taio Cruz, Alex da Kid, Sean Garrett, Ne-Yo, Rico Love, Timbaland, Shontelle, David Guetta, and Drake worked on the album. "I'm gonna miss the Rated R era too, but nothing compares to the album I just made," Rihanna said, adding, "I made sure not to let you down with my music. You guys are always defending me, so now you’ve got some great songs to justify it. I didn’t want to go backward and remake Good Girl Gone Bad. I wanted the next step in the evolution of Rihanna, and it’s perfect for us". In early September 2010, she announced that the album would be called Loud, saying "get Loud everybody, get crazy, get excited, because I'm pumped. I'm just gonna be me, because that's what you guys love the most, and that's what makes me feel best. Just being normal, normal for me is Loud! Sassy, fun, flirty, energetic." While Rihanna was on set filming for the movie Battleship, she explained in an interview with Entertainment Tonight, "Loud is, the word, the name of the album definitely reflects the attitude of it, it’s really sassy and flirty and it grabs your attention and that’s why I enjoy it. It takes you through a really really interesting ride. So colorful the album.” The artwork of the album was revealed on September 28, 2010.

The album was be released in four separate editions: the standard edition, the deluxe edition, which also features a 30 minute DVD presenting "The Making of Loud", and for the package, US and Australia received a digipak, while the rest of the world gets a jewel case (Taiwan features a cardboard sleeve for the deluxe edition). There is also the couture edition featuring the deluxe edition of Loud, as well as a deluxe cover art lithograph, a box set with enhanced clear couture cover and a full-size photo book. The same edition was available as the Ultra Couture Edition featuring a copy of the Deluxe Edition of Loud signed by Rihanna herself, and the MP3 download of Loud on street date, as well as all the features of the couture edition. The edition is not available anymore as it sold out. The album bears a Parental Advisory label.

Rihanna first headed to London to promote the album in United Kingdom on October 1, 2010. She interviewed with BBC Radio 1, "I can't believe it's the fifth album already," she said to host Scott Mills. "That's insane to think about. I've never been this excited about anything I've done creatively, and this is just the perfect Rihanna album, every song is tailored to me." During the making of the album, the singer had a particular agenda in mind: "I wanted songs that were all Rihanna songs, that nobody else could do. I didn't want the generic pop record that Kesha or Lady Gaga or Katy Perry could just do and it'll work. I wanted a song, or songs, that were Rihanna songs, that only I could do, had that little West Indian vibe to it, had that certain tone, a certain sass and a certain energy." As a part of the promotion, Rihanna unveiled five tracks from the album, at a club in London. Rihanna said during the promotion that much of the music was born out of frustration. She explained: "When you go to a club and have to listen to bad music you revert to the liquor, because you want to have a good time. I hate having to skip a track. I wanted to make an album you can just play." She first performed "Only Girl (In the World)" and "What's My Name?" on Saturday Night Live on October 30, 2010. She also performed "What's My Name?" in Times Square during MTV's The Seven on November 15, 2010, on Late Show with David Letterman on November 16, and on Good Morning America on November 17.