What’s On

#sowhoknew: Madonna – ‘Desperately Seeking’ Millennials via Snapchat?

‘Who’s That Girl’ who has just premiered her latest single on the currently in ‘Vogue’ social channel Snapchat? Ariana Grande I hear you say. Wrong. Miley Cyrus maybe? Nope, it’s none other than everyone’s favourite middle-aged ‘Music’ maestro, Madonna.

Madge is back with a new album entitled ‘Rebel Heart’ and has already been ‘Causing a Commotion’ by claiming that the album has been leaked (twice?) online prior to its official release date of March 10, 2015. Then, out of the ‘True Blue’ she exclusively launches the video single for ‘Living for Love’ via Snap Channel before it has appeared on any other platform. It’s also the first time (‘Like a Virgin?’) that any artist has utilised Snapchat in this way. Something of a coup for MDNA.

Also as you get ‘Deeper and Deeper’ into the back story you realise that the timing of this couldn’t be more opportune with the ‘Lucky Star’ set to perform at the Grammy’s this weekend and then again at the Brit Awards just a few weeks later. ‘Take a Bow’ Ms. Ciccone, you choreographed that situation exquisitely well.

However, the response to the news has been somewhat mixed. Although there are plenty of pundits out there who claim that it’s a genius move for Madonna and Snapchat to ‘Get Together,’ equally there are those who are ‘Hung Up’ about the alliance. There is concern that the 56-year old is ‘Desperately Seeking’ millennials and it’s a cynical move destined to tarnish the reputation of both. I disagree. I think it’s a really ‘Incredible’ collaboration as she gets access to the apps 200 million+ user base and Snapchat showcase their channel to other music artists as a new platform to reach their audience. I predict it will be a huge success for them both. You don’t agree? ‘I Don’t Give A.’ ‘You’ll See.’

Enough of the hype, what is the actual song like? Well it’s roughly ‘Four Minutes’ of mid-tempo dance music which should get you ‘Into the Groove.’ And if you like that kind of vibe then you will most definitely ‘Turn Up the Radio.’ But the tune is not a ‘Million Miles’ away from some of her earlier work circa ‘Ray of Light’ and is sadly not exactly a ground breaking ‘Masterpiece.’ As for the video itself, it has her wearing a bolero and dancing to a slightly bizarre bullfighting theme. Maybe she has been having ‘Spanish Lessons.’

Still the ‘Beat Goes On’ and it’s great to hear some new ‘Material Girl’ and I, for one, am glad that the ‘Superstar’ is ‘Burning Up’ the airwaves again.

Okay I think I better finish now. It’s exhausting trying to ‘Express Yourself’ in Madonna song titles. It was driving me ‘Borderline’ crazy. I keep hearing ‘Voices.’ Maybe I just need a ‘Holiday’.

Steve Blakeman

Steve Blakeman is the Global Media Lead - Nestlé at Mindshare. Previously, he was the Managing Director - Global Accounts, OMD Europe. Previously, he was the CEO, Asia Pacific – OMD. Prior to that, he was Global Chief Integration Strategy Officer (Asia Pacific) for IPG Mediabrands (Initiative & Universal McCann). He has also had stints as worked as Managing Partner at Omnicom Media Group owned media agency, PHD where he successfully launched their second office in the UK. He began his career at JWT and has over two decades of experience in advertising, media and marketing communications.