Madonna premieres new album on Snapchat

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Madonna: chose Snapchat as the launch platform for new album.
Madonna: chose Snapchat as the launch platform for new album.

App's new platform gets some star power from musician

Global superstar Madonna has premiered her new album on Snapchat in a move that lends credence to the social media platform's new media platform Discover.

The American pop star launched "Living for Love," the first single on the album  "Rebel Heart," on the photo sharing site yesterday, which has an estimated 200 million users and was founded in 2011.

It is a major move for Snapchat, and the decision by Madonna's label, Maverick Records, could pave the way for other label giants to host content on the app as well as other branded content.

Snapchat launched Discover last week on Jan. 27. The platform comprises a news service "collaboration" with media businesses including The Daily Mail, Warner Music Group (owner of Maverick Records), ESPN and Vice. The content is selected by editors and refreshed every 24 hours.

Discover could become the go-to media platform for the youth market, some argue. Discover will also show ads against the media content, in an important move for brands.

Last week, James Kirkham, global head of social and mobile at agency Leo Burnett, said Snapchat Discover could "change the media mix almost overnight."

This article first appeared on marketingmagazine.co.uk.

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