“Living for Love,” the first single from Madonna’s upcoming Rebel Love album, made it’s debut via Snapchat’s Discover feed, which hosts branded content that requires users to swipe right to find, instead of filling their personal feeds.
The video itself is impressive, with Madonna taking on a matador theme and battling bull-inspired dancers. However, fans are already calling for the star to make it more accessible via other video services like Vevo.
@Satu_H_ it's not, it's beautiful. Im just angry its not on Vevo. </3— Seargee (@Seargee) February 5, 2015
*watches Madonna video 5x*— T. Kyle (@tkylemac) February 5, 2015
Madonna is no stranger to the cutting edge, as she’s long been on the forefront of fashion and music. Snapchat as a release strategy is untested. It could be a great vehicle to connect Madonna with today’s youth, who, as we saw with Missy Elliot‘s return during the Super Bowl, are sometimes unaware of legacy artists but willing to tune in when given the opportunity.
H/T Billboard | Screengrab via Snapchat Discover/Snapchat