Gwen Stefani Teams with Target to Release Live Music Video
Video aired live on CBS on Feb. 15 during Grammy Awards commercial breakGwen Stefani Behind-the-Scenes Look/Target
Target Corp. and three-time Grammy Award-winning superstar Gwen Stefani collaborated to produce the first music video ever created on live television. The action unfolded live on CBS as part of a four-minute commercial break during the 58th Annual Geammy Awards on Feb. 15. Target’s groundbreaking campaign supports Stefani’s third studio album,This Is What the Truth Feels Like, which will be released March 18 on Interscope Records. An exclusive Target deluxe edition featuring four bonus tracks is now available for pre-order on (.99). A standard version of the album is now available for pre-order at all other partners.
“Target has an incredible legacy of creating unexpected moments in music, and I’m thrilled to be partnering with them to create my new music video on live television next Monday,” Stefani said prior to the live music video’s release.
“Gwen is both a music and style icon, and someone Target has had the fortune to work with on a number of occasions over the years,” said Jeff Jones, executive vice president and chief marketing officer, Target. “Last year, Target created one of the most talked about moments of the night by offering Grammy viewers a surprise live concert. This year, we’re dialing up the theatrics and taking live to an entirely new level, giving fans even more ways to experience this must-see music performance as they watch it on TV and view the action unfold on social media.”
“This is yet another chapter in what has been a long and successful relationship between Interscope and Target,” said Steve Berman, vice chairman, Interscope Geffen A&M. “They are the perfect partner to collaborate with on the launch of Gwen’s new album and bring this unique strategy to life in a truly Target way.”
Building on Target’s history of creating show-stopping music moments, the unprecedented live music experience will take viewers through multiple sets and costume changes in real time, and feature special surprises for fans. Directed by Grammy Award winner Sophie Muller, the live music video marked the national television debut of “Make Me Like You” following the single’s release on Feb. 12. Target and Stefani also brought #MoreMusic to social media, offering intimate, behind-the-scenes access leading up to the big night. During the live television broadcast, fans were able to watch a unique second view of the experience through Periscope, Facebook Live and Snapchat. The live music moment that was captured on the evening of Feb. 15 became the official “Make Me Like You” music video on Vevo.