February 5, 2015
You know you’ve made it when the Queen of Pop decides to use your product to release her new music video. We’re talking about singer Madonna releasing a music video from her new album, Rebel Heart, on Snapchat today.
Madonna’s decision to use the messaging app’s Snap Channel comes over a month after news of her album being accidentally leaked online. Known in the music industry as the Mother of Reinvention, Madonna’s move can only boost her rep among the younger crowd. Snapchat, recently valued at $10 billion, has over 200 million users. Madonna is not only due to release her album in a few weeks but she will also be performing at this year’s Grammy Awards.
This news also makes Snapchat look great in the eyes of investors. It shows opportunity.
Using Snapchat is a smart way to market the music, especially because people no longer watch music videos on TV. Since the app’s released of the “Discover” feature, there’s been a lot of buzz around what opportunities it may bring for businesses. Snapchat is currently working with media organizations to feature special content. These companies include: Warner Music Group, National Geographic, People magazine, ESPN, Vice among others.
More successful artists in the entertainment industry are realizing that the traditional model of marketing is rapidly changing. People consume information on smart devices, whenever they want. In 2013, singer Beyonce took the music industry by storm by secretly releasing a self-titled album on iTunes, complete with a video for every song. It was huge hit. What Snapchat brings to the table is that it allow artists to reach teenagers directly. 50% of their users are between 13-17 years old.
It seems like Madonna wants to do it again: From controversial music videos about sadomasochism to launching on Snapchat, she has surprised us again.
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