Madonna will preview her forthcoming album ‘Confessions II’ with a global livestream listening party on TikTok this Thursday, 2 July, one day before the record’s official release. The event, dubbed “House of Confessions,” is produced in partnership with iHeartRadio and marks the latest high-profile digital activation around the project.
Livestream and Radio Broadcast
The hour-long stream will feature an interview with Bob the Drag Queen and appearances by collaborators Stuart Price and Lola Leon. It will air simultaneously on Madonna’s TikTok profile, which counts 5.1 million followers, as well as on TikTok’s own account and iHeartRadio’s profile.
iHeartRadio is also collecting fan “confessions” ahead of the broadcast, which will be carried on more than 200 of its radio stations across the United States.
In-Person Pop-Ups in New York and London
On 3 and 4 July, TikTok will open “House of Confessions” pop-up experiences in New York and London. Attendees can listen to the full album, explore a visual installation, and purchase limited-edition merchandise, including a bespoke TikTok vinyl record. Reservations are required to attend.
Digital Campaign Rollout
The TikTok event follows a recent partnership with YouTube, which secured exclusive online rights to a 14-minute visual companion film for the album. The short premiered at the Tribeca Film Festival in early June and is now available exclusively on Madonna’s YouTube channel.
Confessional-style livestreams have been adopted by other artists, including Lola Amour and Trisha Yearwood, as a stripped-back, direct-to-fan format.
