Ricky Martin was pretty excited on Twitter yesterday: “Ok gang!R U ready?HERE is #AdiosVideo HOPE u Enjoy! Bueno mi gente!Están listos para ver #AdiosVideo?Pues aquí esta!” Yes, he became the latest artist to premiere a new music video on Twitter itself, rather than simply linking to it elsewhere. The single is ‘Adiós’, and has already been teased to Martin’s 10.9m followers through a series of behind-the-scenes clips. The video’s debut was followed by a Twitter Q&A – well, Martin answered five questions with the official hashtag, anyway – and its rollout on other online video platforms today. “We are always looking for different ways to connect and engage with our artist’s fans. In this particular case, and considering the 11 million followers Ricky has in Twitter, we knew this was the way to go. It is very immediate and direct,” Sony Music Latin’s digital strategy and marketing senior director Juan Paz told Music Ally, ahead of the campaign.

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