Madonna video is too violent for MTV

Madonna video is too violent for MTV
REUTERS

NEW YORK, MARCH 21: One night only: the new Madonna video. Or so says MTV, which has deemed the video for her latest single “What It Feels Like For A Girl” too violent for prime time. MTV aired the video only once at 11:30 pm EST on Tuesday (04:30 GMT Wednesday) during a news segment about the video.

VH1, which, along with MTV is owned by Viacom Inc., will also air the video only once at the same time as MTV. The video directed by Madonna’s husband Guy Ritchie, who directed the films “Snatch” and “Lock, Stock and Two Smoking Barrels stars Madonna as a “nihilistic pissed-off chick” on a crime spree and is filled with “ironic humor,” Madonna said in a statement. “The video shows my character acting out a fantasy and doing things girls are not allowed to do,” she said.

The video is the latest of Madonna’s to stir up controversy. Her 1989 video “Like A Prayer,” which featured a combination of sexual and religious imagery, cost her a sponsorship deal with Pepsi. And her 1990 “Justify My Love” video was deemed too sexually explicit for MTV.

“What It Feels Like For A Girl” is the third single from Madonna’s album Music on Warner Brothers. MTV did not elaborate on the video’s content or say whether the decision to air it once only was irrevocable. One possibility reportedly being explored was airing it on the Net.