'Be here at 10am PST Tuesday for the world premiere of Madonna’s Ghosttown video!' explained a message on Madonna’s official Meerkat profile, which at the time of writing has just under 1,000 subscribers.
Meerkat launched in February as the latest app enabling people to broadcast video live from their smartphones to their followers on Twitter. It has since been joined by Periscope, an app owned by Twitter that fulfils the same function.
Madonna is the biggest star yet to use Meerkat, after a bruising few weeks for the app, which saw Twitter turn off Meerkat’s access to its social graph, then saw it plummet down Apple’s App Store chart following Periscope’s release.
It is unclear how Madonna will use Meerkat to debut a music video as the app works by the broadcaster pointing their smartphone’s camera at whatever they want to stream.
If Madonna is able to air pre-recorded footage it will be an interesting departure for Meerkat. Allowing users to stream pre-recorded video would give it different functionality in its battle with Periscope.
Madonna’s decision to use Meerkat may come as a surprise to some fans, since she is now one of the 16 co-owners of streaming music service Tidal, which is planning to use similarly-exclusive video premieres to promote itself.
Fellow co-owners Beyoncé and Rihanna have already debuted videos on Tidal before other services, but Madonna chose to make a 16-second teaser of the Ghosttown video available on Tidal ahead of its full premiere on Meerkat.
Visit: http://meerkatapp.co/madonna/ to view Madonna's profile.