There's another point here - social media has not REPLACED artist websites, but rather taken a complementary position: social media content is all over such websites. In this case the video premiere is jointly through Madonna's website and the Meerkat app.
You can question the usefulness of relatively obscure social media, but there are benefits...
- New or lesser social media will make more effort to push content from stars that could get lost in the noise of larger rivals like Twitter
- It makes for good branding - older star at the cutting edge, with tech early adopters being younger, so helping such artists to refresh their audience base
- Of course, it can also invite ridicule!
Hyperlink below the line
Stuart Dredge: Madonna uses Meerkat app to debut new Ghosttown music video.