EXCLUSIVE: Madonna‘s successful rollout of her new album, Confessions II, has generated a new TikTok record.
The tech company tells Deadline its live event on July 2, the day before the album’s release, drew more than 2.1 million viewers worldwide on TikTok Live, the most ever for a stand-alone artist event on the platform.
The broadcast was held in co-ordination with iHeartMedia, with the companies describing it as “equal parts listening party, fan Q&A, club night, and confession booth.” More than 200 stations aired the audio of the event.
Confessions II has drawn positive reviews from critics and topped the Billboard 200 in its first week, moving 134,000 units. Deadline sister publication Billboard also has reported that Grammy voters have warmed to Madonna and the album is likely to receive a number of nominations ahead of next February’s award ceremony.
Watch on Deadline
At 67, Madonna is above TikTok users’ median age, but she is an established draw on the platform with more than 5.1 million followers.
Bob the Drag Queen (whose real name is Christopher Caldwell) hosted the live event, which also featured album producer Stuart Price and Madonna’s daughter, the musical artist Lola Leon. The Confessions II track “The Test” features Leon.
Pre-release hype for the album kicked into gear in early June, when Madonna performed a surprise concert in New York’s Times Square and also made an appearance at the Tribeca Festival. During a festival conversation moderated by CNN host Anderson Cooper, the pop star talked about a 10-minute “visualizer” / short film after it screened. She also described the sources of inspiration for the album, including her deep connection to nightlife and dancing. Madonna left her native Michigan for New York City as a teenager, settling in Lower Manhattan. Many of the album’s tracks, including “I Feel So Free” and “Danceteria,” evoke those downtown days and pay tribute to club culture.
TikTok said the live broadcast elicited more than 5.75 million likes and 139,000 comments. Along with commenting, fans voted in polls and sent “confessions” via iHeart.
