The new Madonna album, Madame X, is out next month but lead singles ‘Medellín’ and ‘I Rise’ have not exactly set the charts alight. Which is going to make the set up to the album that little bit trickier.

But there has been some interesting digital activation happening in the background. Madonna is no stranger to using new platforms over the years – some that are still around today and others that were five minute wonders. No matter. The point is that she and her team are prepared to experiment.

She was there at the launch of Tidal, she was the first artist to build an iPad app using Mobile Roadie back in 2012, the following year she gave away a 17-minute film about human rights (secretprojectrevolution) she made with Vice on BitTorrent, in 2015 she debuted a video on Snapchat and that same year she promoted her Rebel Heart album on Grindr (which might just be the most perfectly suited artist/ platform partnership ever).

Now she has been using TikTok for the #medellinchachachachallenge where fans have to show off their best cha cha cha dance moves. “She started playing with it,” Maverick Music president Greg Thompson told Billboard, “and we’re having some fun with it. We think it’s cool.” She also said on her official TikTok page that she would be sharing the best fan entries.

Some will inevitably roll their eyes and suggest that in a Venn diagram showing Madonna’s audience and TikTok’s audience, any overlap is so minimal as to be almost invisible, but that would be cruel. She might be jumping on the TikTok bandwagon but she can also bring TikTok a slightly different audience – and that is surely the point here.

As much as she will benefit from the sense of ‘cool’ and ‘relevance’ that TikTok can bring to her, TikTok can also benefit from the attention a bona fide superstar can bring to it. Throughout her career, Madonna has often had impeccable timing with regard to trends; this is just a continuation of what she has always done.