Madonna has set her sights on Snapchat, social media’s fastest growing mobile app, to launch the first music video off her album “Rebel Heart,” a spokesperson for Snapchat confirmed to TheWrap.
On Thursday “Living For Love,” the album’s first single, will be the first music video to debut on the company’s Discover channel, before an audience of approximately 200 million socially savvy users.
The video portrays Madonna as a sexy bullfighter surrounded by BDSM-inspired dancers in animal horns, and features a quote from Friedrich Nietzsche: “Man is the cruelest animal. At tragedies, bullfights, and crucifixions he has so far felt best on earth; and when he invented hell for himself, behold, that was his very heaven.”
While additional details about the Snapchat premiere were not immediately available, it’s likely that the music video (directed by the French duo Julien Choquart and Camille Hirigoyen), will abide by the picture messaging app’s temporary nature and disappear within 24 hours of its premiere.
“Rebel Heart” has been plagued by online leaks, including the lead single and additional tracks in December, followed by an another leak Monday that included the 25-track deluxe edition.
The album officially goes on sale March 10, but Madonna fans can get an early fix when she attends the Grammys on Sunday.