Social photo-messaging app Snapchat's new Discover feature is barely a week old, but it just got the platform's first big exclusive: Madonna's first music video from her new album just premiered on the company's own Discover channel. The video is directed by the French duo J.A.C.K., who have made commercials for brands like Converse and IKEA. The video was for the song “Living for Love”, the first single for the album “Rebel Heart” which was actually leaked before it was even announced back in December.
As with all content on Discover, users had 24 hours to watch the video until Snapchat replaced it with new content. However, Madonna isn't the first artiste to have her music videos ephemerally published on the service. In its first week, both Warner Music and VICE have been using Discover to showcase the music videos of new and featured artistes.