Madonna plays a matador in her new video for "Living for Love," becoming the biggest artist to premiere a music video on Snapchat.
On Thursday, the singer innovatively debuted the video on the Snap channel of the application's 'Discover' page for 24 hours. (The video premiered on Vevo Friday afternoon.) "Living for Love" shows Madonna dressed as a bullfighter fighting her dancers dressed as bulls.
The dramatic visual, which takes place on a stage in front of a blood red velvet curtain, was directed by J.A.C.K. (Julien Choquart and Camille Hirigoyen) and ends with a Friedrich Nietzsche quote ("Man is the cruelest animal. At tragedies, bullfights and crucifixions he has felt best on earth; and when he invented hell for himself that was his very heaven.")
"Living for Love," the first single off of the forthcoming album Rebel Heart, had also been one of the six leaked tracks that Madonna and her team rushed to release last December. "The thing is, lots of people write about being in love and being happy or they write about having a broken heart and being inconsolable," the singer told Rolling Stone of the track following the leak. "But nobody writes about having a broken heart and being hopeful and triumphant afterwards."
As the app has grown in popularity, many popular musicians have utilized it as a way to creatively debut news and to interact with fans. Britney Spears teased her single "Perfume" through her account, while Afrojack debuted the artwork and song clips from his last album. After being declared the fastest growing social app of 2014, Snapchat has started to expand its offerings beyond the disappearing photos users can send to friends.
Madonna will perform at the 57th Grammy Awards on Sunday, February 8th and the Brit Awards on February 25th. Rebel Heart will be released in March.