Today, Madonna is set to premiere the first music video from her new album, Rebel Heart, on Snapchat, the picture messaging app that was recently valued at $10 billion. The video accompanies “Living for Love,” the album’s first single, and will be viewable on the app’s “Snap Channel.”
It’s been a rocky album campaign for the pop star, 56, who has endured two devastating album leaks, the second of which happened on Monday and included the 25-track deluxe version. Rebel Heart will go on sale Tuesday, March 10th, after Madonna performs at the Grammy Awards on Feb. 8th, and the Brit Awards on Feb. 25th.
The video was directed by the French duo Julien Choquart and Camille Hirigoyen, together known as J.A.C.K., was edited by longtime Madonna collaborator Danny B. Tull, and styled by B. Akerlund — who also works wth Beyonce, Britney Spears and Lady Gaga. It was choreographed by Megan Lawson.
To state the obvious, it’s a major coup for the three-year-old Snapchat, which boasts an estimated 200 million users. CEO Evan Spiegel made headlines during last year’s Sony hack when a series of uncovered e-mails revealed that he was at work on an in-app music feature, including negotiations with Vevo to bring music video viewing inside Snapchat’s interface. Those talks reported stalled, but the music feature being discussed was likely tied to Discover, which was announced last month.
Discover feeds news and entertainment from 12 different companies directly to the user. Participating organizations include Warner Music Group, National Geographic, People magazine, ESPN and Vice, who enlist editors to select stories (which can include photo essays and videos) that are shared and refreshed every 24 hours.