MUSIC
Sneak Madonna Peak
The singer unleashes spectacular new video with MIA and Nicki Minaj in tow. Also, grab a sneak listen to two new tracks from the album MDNA!
In what is the first proper start to the new Madonna album campaign, Madge has just unveiled the video for new single Give Me All Your Luvin' with M.I.A. and Nicki Minaj joining in the fun too.
The video directed by French outfit Megaforce is a camp-y tongue in cheek romp with Madonna being protected by various American football players (no doubt something that will be referenced in her Superbowl performance Sunday) flanked by Minaj and M.I.A, a sexy pose off in Like A Virgin style white lace before some more American football player silliness. There's also Madonna throwing a fake baby around, swivelling her hips like nobody's business, some creepy cheerleaders in funny masks and more pom poms than a bevvy of Bring It On sequels.
It's a witty fusion of Busy Berkeley dance steps, sports iconography, Madonna's own early days (the scrappy, devil may care wit of Like A Virgin and Lucky Star springs to mind) and a healthy dose of weird that is a welcome breath of fresh air on planet pop.
The song itself is somewhat pared back compared to some of the more full on electro-pop rave fests cluttering up the charts at the moment with an ear-worm of chorus and star turns from both Minaj and M.I.A. giving this enough kick to be the chart hit she's clearly craving.
What's most noticeable about the whole thing is how breezy and knowing it feels. While Lady Gaga, Rihanna, Katy Perry et al have given suitably impressive videos over the last few years none manage to have this much nutty fun with a relatively simple set up devoid of elaborate CGI, bloated running times or pantomime sexuality (although Madonna has utilised all these at other points in her career to be fair).
In addition to this new track, the album MDNA is now available to preorder on iTunes for just E9.99. A megamix of album tracks Girls Gone Wild and Turn Up The Radio can be heard here too. MDNA is released in Ireland on the 23rd of March.
- Conor Behan, follow him on Twitter here