Madonna has premiered the music video for her new song, “Living for Love,” on the self-destructing messaging app Snapchat.
Madonna’s first music video from her new album, Rebel Heart, just premiered on the Snapchat app’s 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 clip, shot in lush reds and blacks, features Madonna as a bullfighter warding off shirtless male dancers in sequin horns.
Snapchat’s Discover platform is a new section of the Snapchat app where users can watch news clips and read articles from CNN, Vice, Yahoo News, Comedy Central, National Geographic, Daily Mail, ESPN, Food Network, and Cosmopolitan.
As with all content on Discover, users had 24 hours to watch the video until Snapchat replaced it with new content.
Madonna is not the first artist 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 artists.
Madonna will perform Living for Love on Sunday’s Grammy Awards and at the Brit Awards Feb. 25 in London.