Grammy Break Spotlights Target, Stefani Music Video Venture

Target is approaching music-loving consumers in a new way. The company is working with singer Gwen Stefani to create the official music video for her new song, “Make Me Like You,” on live television.

Consumers tuning into the 58th Annual Grammy Awards can view the making of the video as part of Target’s advertising venture during a four-minute commercial break broadcast live from Los Angeles. They also will find behind-the-scenes vantages on Periscope, Facebook Live and Snapchat, Target noted.

The live experience will take viewers through multiple sets and costume changes in real time, including guest appearances and special surprises. At the same time, the retailer will promote an exclusive deluxe edition of Stefani’s new album including four bonus tracks— “Rocket Ship,” “Getting Warmer,” “Obsessed” and “Splash”— that consumers won’t find anywhere else.

Target already had signed on to offer the exclusive version of Stefani’s new album, “This Is What the Truth Feels Like.”