Madonna uses Meerkat to debut new Ghosttown music video

Promo will have its live premiere on star’s official channel, with social app joining Snapchat, Instagram and Grindr in her promotional armoury

Soon, there won’t be a social app left that Madonna hasn’t used to promote her new album. Live video broadcasting app Meerkat is the latest, following the star’s use of Instagram, Snapchat and Grindr in the campaign for Rebel Heart.

“Be here at 10am PST tomorrow for the world premiere of Madonna’s Ghosttown video!” explained a message on Madonna’s official Meerkat profile, which at the time of writing has just under 1,000 subscribers.

Meerkat launched in February as the latest app enabling people to broadcast video live from their smartphones to their followers on Twitter. It has since been joined by Periscope, an app owned by Twitter that fulfils the same function.

Madonna is the biggest star yet to use Meerkat, after a bruising few weeks for the app, which saw Twitter turn off Meerkat’s access to its social graph, then saw it plummet down Apple’s App Store chart following Periscope’s release.

It is unclear how Madonna will use Meerkat to debut a music video as the app works by the broadcaster pointing their smartphone’s camera at whatever they want to stream.

If Madonna is able to air pre-recorded footage it will be an interesting departure for Meerkat. Allowing users to stream pre-recorded video would give it different functionality in its battle with Periscope.

Already this year, Madonna has raised a rumpus on Instagram by posting doctored photos of Martin Luther King, Nelson Mandela, John Lennon and Bob Marley; premiered her last video Living for Love on Snapchat; and running a contest on Grindr encouraging fans to post their own altered images of the album artwork.

Madonna's Meerkat profile.
Madonna’s Meerkat profile. Photograph: PR

It’s a sign of the music industry’s keen interest in the popularity of social apps, even – and often, especially – those not specifically focused on music.

Another artist, Jason Derulo, recently premiered his new video within dating app Tinder, with fans discovering his profile able to swipe right – as they would for a dating match they approved of – to watch Want to Want Me. According to Forbes, more than 1.1 million fans swiped right during the three-day campaign.

Madonna’s decision to use Meerkat may come as a surprise to some fans, since she is now one of the 16 co-owners of streaming music service Tidal, which is planning to use similarly-exclusive video premieres to promote itself.

Fellow co-owners Beyoncé and Rihanna have already debuted videos on Tidal before other services, but Madonna chose to make a 16-second teaser of the Ghosttown video available on Tidal ahead of its full premiere on Meerkat.

While less than 1,000 subscribers is a very limited audience on the latter, the video premiere will surely be promoted on other social networks: Madonna has 639,000 followers on Twitter while more than 18 million fans have liked her Facebook page.


Stuart Dredge

The GuardianTramp

Related Content

Article image
Twitter teams up with SoundCloud and iTunes to play audio within tweets
New Twitter Audio Card feature brings streaming music and podcasts to social network’s Android and iOS apps. By Stuart Dredge

Stuart Dredge

17, Oct, 2014 @9:39 AM

Article image
Twitter changes: 20 hits and misses from the social network's history
From hyperlinked hashtags, promoted tweets and official apps to #NewTwitter and #DickBar. By Stuart Dredge

Stuart Dredge

22, Oct, 2014 @4:01 PM

Article image
Tidal takes on Spotify with lossless-quality streaming music
New service launches in the UK and US at twice the monthly cost, but promising more than four times the audio quality. By Stuart Dredge

Stuart Dredge

28, Oct, 2014 @1:10 PM

Article image
Swipe right to buy: Tinder starts selling music with discounted Zedd album
Dating app is experimenting with music download sales, shortly after driving more than a million fans to watch artist Jason Derulo’s latest video

Stuart Dredge

22, May, 2015 @10:08 AM

Article image
Five things that make Periscope better than Meerkat
Followers by default, no 30-second delay and tight integration with the Twitter platform means Periscope could win the live streaming race, writes Max Tatton-Brown

Max Tatton-Brown

26, Mar, 2015 @2:05 PM

Article image
Streaming music startup shuts down after investor pulls out
App had more than 1.1m registered users in the UK alone, but blames licensing issues for closure. By Stuart Dredge

Stuart Dredge

01, May, 2014 @8:56 AM

Article image
10 things we learned from Deloitte's latest report into UK media habits
Digital Divide report finds that more Brits are 'mass-geeks' who binge-view TV and pay for streaming music. By Stuart Dredge

Stuart Dredge

20, May, 2014 @7:17 AM

Article image
10 things we learned from a day of indie labels talking digital music
Thom Yorke as King Cnut, Madonna’s ‘ridiculous’ Meerkat debut, potential playlist payola, Spotify, SoundCloud and more from AIM Music Connected conference

Stuart Dredge

10, Apr, 2015 @7:00 AM

Article image
Deadmau5 launches subscription-based iPhone app (with Android to come)
Mobile companion to online community charges £2.99 a month for exclusive music, video and access to EDM star. By Stuart Dredge

Stuart Dredge

16, May, 2014 @2:00 PM

Article image
YouTube Music Key takes on Spotify as streaming music battle heats up
Video site launches six-month free trial of its long-rumoured music subscription service. By Stuart Dredge

Stuart Dredge

12, Nov, 2014 @6:00 PM