With a $25m Samsung partnership in place it's time to tease us a little, and few are more masterful at it than Rihanna, who kicked off her ANTI campaign today by launching the website ANTIdiaRY.

This is a mobile push, so accessing the website via your laptop is possible, but the welcome page immediately asks you to hit the website via your smartphone.

Once you sign up, a message reading "You'll know when it's time" appears.

But that's for iPhone users. Those with a Samsung device get to see a short (albeit rad) teaser video.

Once fans sign up for the ANTIdiary — which will officially launch this Sunday, 11/22 at 8 p.m. EST, right at the start of the American Music Awards—they'll get exclusive access and information about her eagerly "anti"-cipated release.

This all aligns with what our insiders tell is is the album arriving on Black Friday, 11/27 and available exclusively on TIDAL for a week before hitting stores and other digital retailers on Dec. 4.