Inside Madonna’s Horny Full-Throttle Grindr Takeover

As tourists in Times Square made their way to The Lion King or Olive Garden on Thursday, they may have noticed the notoriously crowded area was more dense than usual. When the Grindr logo flashed in pink, the reason became clear: Mutha was here.

The “mutha” in question was Madonna. Since April, she’s been the new face of the app. The partnership culminated in a 20-minute concert featuring songs from her upcoming album Confessions on a Dancefloor: Part II, complete with a flash mob of dancers in the crowd.

Madonna emerged from one of the giant screens, singing and dancing on a spinning stage from a suspended balcony; in addition to new music, she launched into a trio of hits from 2005’s Confessions on a Dancefloor, including the megahit “Hung Up.”

For Grindr users, the advertising for Madonna’s 15th album has been hard to miss. When...

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