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That Madonna has always understood the potential of the media and knows how to exploit it is well known. This time, however, it takes a step forward: the video for “Living for Love,” included in the album Rebel Heart, due out next March, was previewed on Snapchat, the instant messaging app that allows you to send text messages, photos, and videos to your network that can only be viewed for a certain number of seconds. “This message will self-destruct,” in short.
Snapchat, valued at $10 billion by Facebook in 2013, officially opened to advertisers on November 17, allowing for a significant evolution in its user base. Madonna’s video was released on Snap Channel, a section of the app’s video platform called Discover, which has already begun to garner initial acclaim from major US networks that plan to premiere their shows there. Great move Mrs. Ciccone, no doubt about it.
