Gwen Stefani has always been a trendsetter and now, the singer is making musical history, collaborating with Target to produce the first-ever music video created on live television.
Stefani will shoot the video for her new single, “Make Me Like You,” live as part of a four-minute commercial break during the GRAMMY Awards on Monday, Feb. 15. The “unprecedented live music experience” will mark the national TV debut of the song, which will be released on Friday.
"It is such an amazing opportunity to do like live art," Stefani told ET. "I've never done anything like this before."
"My mind is being blown by this artistic opportunity to share my music through a live video," she continued, adding that the new record is about turning something bad into something good.
The video, which will feature multiple sets and costume changes in real time, in addition to “special surprises for fans,” will be directed by Wondros' GRAMMY winner Sophie Muller, who has recently helmed videos for One Direction’s “Perfect” and Selena Gomez’s “Good for You,” as well as Stefani’s music video for “Used to Love You.” Fans will also be able to watch a live second-view experience via Periscope, Snapchat, and Facebook Live.
“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 Target EVP & Chief Marketing Officer Jeff Jones . “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.”
Stefani hasn’t shared any details about her upcoming solo album, This Is What the Truth Feels Like, other than the title and tracklist, but her fellow Voice coach and longtime musical collaborator Pharrell recently told ET that the singer is "in the most free place that I feel like she's ever been since I've known her as a human being. ... Not just creatively, but just as a human being. She's floating right now."