Material Girl Goes Viral

Madonna kicks off her MDNA international tour today, May 31, in Tel Aviv, Israel, in support of an album that is not currently on the charts. But no matter—this master of media has added viral video to her array of PR and marketing tactics. 

A controversial video of Madonna singing a cheeky medley during rehearsal was “leaked” to the public; this medley consists of Madonna’s 1989 song, “Express Yourself,” mixed with Lady Gaga’s near replica, “Born This Way,” and ends with Madonna’s new song, “She’s Not Me.” 

The video is not available on Madonna’s own YouTube channel, and although many media outlets have written about the video, it has since been taken down from many sites. And what has more mystique than a viral video of unknown origin? A viral video that suddenly becomes hard to find.

As Forbes reported, “No one knows more about PR viruses than Madonna.” We're not exactly sure what a "PR virus" is, but we do know that if you want to become an expert in gaining media coverage for your brand, you could do worse than studying Madonna's career path.

Follow Danielle Aveta: @DanielleAveta


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  • Debra

    Wow…nice job

  • Cindy Meyer


  • Marilyin

    How exciting!! Nice Job!!

  • Tyler

    very interesting story, well see if her tactic actually works