Fresh off a triumphant guest turn at Coachella, the Queen of Pop is doing what she does best — getting attention — in a different kind of crowded venue: the gay hookup app Grindr.
As one of the “few brand partners hand-selected by the OG Mother,” a press release announces, the icon is “taking over” the yellow app to bring “community into her world — just in time for Pride season.”
What that means for Grindr users right now is that their profile grid will always contain one square devoted to Madonna, reclining in a fuchsia body stalking with zebra stripes projected over her.
Click on the square (which you can’t block) and you get a message from Madonna herself:
“Hi Grindr. It’s Motha. I made an exclusive vinyl of my new album just for you. I could have dropped it anywhere but I wanted to go where the hottest action was, so I got on the grid. Are you ready for Confessions II?”
Grindr teases that it is “just getting started” with the artist takeover, which will extend to further offerings on the app and in the brand’s socials.
Madonna’s Grindr activation is just the latest in her rollout for Confessions II. Her guest appearance with Carpenter at Coachella last week was a full circle moment for the superstar, coming 20 years after she’d played the festival back in 2006 during her first Confessions on a Dance Floor era. She even wore the same outfit from that original Coachella set last week, but tragically, the costume is now missing. Earlier this week, she posted online saying she’d offer a reward to anyone who could help find it.
Madonna is also rumored to be appearing at the mother of all gay bars — the Abbey in WeHo — on Saturday night for a private party.
The summer of Madonna is nearly upon us.
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