Madonna has spent months teasing a mysterious “secretprojectrevolution,” and now we’re only a week away from its premiere. The singer announced Tuesday that the efforts will consist of a 17-minute film set to usher in Art for Freedom, a global initiative that will promote freedom of expression.
Madonna is teaming with VICE Media and BitTorrent to curate and distribute the project, respectively. When the film premieres on Sept. 24, fans can download it and free bonus content through BitTorrent.
“My goal is to show by the example of secretprojectrevolution my creative commitment to inspire change in the world through artistic expression,” Madonna said in a statement released Tuesday. “I hope my film and other submissions to Art For Freedom will be a call-to-action and give people a place to voice their own creative expression to help fight oppression, intolerance and complacency.”
The film portion is directed by photographer Steven Klein, who has worked with Madonna several times in recent years. Klein directed concert backdrop videos for the singer’s Re-Invention, Confessions and Sticky & Sweet tours. He’s also worked with Rihanna and Lady Gaga.
Madonna and Klein will use the video to ask viewers to submit their own representations of personal freedom and persecution “in the form of video, music, poetry, and photography,” according to Tuesday’s release.
The latest details mark the most concrete information made public about the effort. In addition to a bevy of Instagram photos, Madonna has unveiled more than one equally enigmatic trailer for the secret project. It became clear early on that her endeavor was shrouded in political messages, but it was unclear what form those expressions would take. “Democracy doesn’t seem to exist anymore,” Madonna says in the second trailer. “We live in a very scary time.”
“Madonna is making a bold move, putting herself out there to support those suffering under repressive regimes around the world. Art For Freedom comes from a place of real empathy and emotion,” said Eddy Moretti, chief creative officer of VICE Media. “It’s a reflection of a world in crisis by an artist who has decided that apathy is not an option. In one discussion, Madonna told me that she wanted to start a ‘revolution of love.’ How can you argue with that?”