Madonna Debuts “Confessions II” on Grindr #MusicMonday

Here she goes again …

Last week I wrote about Madonna’s appearance at Coachella, and the subsequent debut of the first single from her forthcoming new album. It was a marketing moment Madonna totally owned, complete with a 20-year old lavender corset and deep knee bends.

Since only Madonna can outdo Madonna, she is now going to launch the full “Confessions II" album on Grindr.

That’s not a typo. Grindr, as in the LGBTQ+ dating platform for gay, trans, bisexual, and queer men. The launch includes a full site takeover with exclusive content, behind-the-scenes footage, and a lust-worthy members-only colored vinyl pre-order.

It’ll be a “Holiday” for sure.

If you understand Madonna, then you understand why immediately. These are her people. They built her. They've stayed loyal for decades while she's done the same for them. She's been among the most generous entertainers in giving back to the LGBTQ+ community, and this move proves it all once again.

But it's also strategically genius.

Madonna is sexually self-aware, self-confident, and self-expressive. Launching on a queer dating site aligns perfectly with her message to be yourself.

“Express Yourself.” Completely on brand.

And like all things Madonna, from a pure marketing angle this is unprecedented. I am sure new people will join Grindr just to access the content. Traffic will surge, advertising value will increase. Younger men will discover Madonna for the first time and her music will reach an audience that might've missed her at Coachella and all of that buzz. The gay community who is extremely influential, vocal, and connected will amplify this to everyone they know.

Win-win for all parties in every direction. It’ll be like a “Ray of Light.”

My prediction is that when the album officially drops on 7/3, it debuts at #1. A marketing feat at 67. A legacy move, pure Madonna at every turn.

Oh, and she showed up Saturday night at The Abby in LA, one of the most iconic gay bars on the West Coast with one of her new songs. Showing that she's in the community, in person.

Strategy, authenticity, legacy, and relevance. Wrapped up with a bow. “Take a Bow.”

What's your experience? JIM

P.S. - For some reason, I feel compelled to post this music video. A Madonna classic.