Madonna always intuits the potential of the media and use them, this is well known. This time, however, she goes a step further: the video of Living for love, from the album Rebel Heart, premiered on Snapchat, the instant messaging app that allows you to send to your network messages, photos and video viewable only to a certain number of seconds. “This message will self-destruct” in short.

Snapchat, estimated $ 10 billion from Facebook in 2013, officially opened on 17 November to advertisers, allowing an evolution not just of its catchment area. Madonna’s video was released on Snap Channel, a section of the video platform app called Discover, which has already begun to collect the first approval by the big US networks that right there are going to present a preview of their programs. Excellent move Ms. Ciccone, no doubt about it.