I’ll first say I’m a big fan of Madonna and the Madonna brand – she’s a very smart and savvy lady. So I wasn’t surprised to hear yesterday that she’s releasing 7 new songs (one song a day) from her new album exclusively for Vodafone customers – something I haven’t heard any artist do before.

We all know Madonna dumped her long-time music label Warner to instead partner up with events promoter Live Nation, so she’s used to changing the game. This is just another example of how fast the world is changing, and how much we all need to keep challenging ourselves and clients to think differently, always say "what if we."

Vodafone gets a big thumbs up from me on the deal. I’m sure they paid a pretty penny but Madonna still drives buzz and talk-ability and having the ability to say only Vodafone brings you Madonna’s new album definitely should have the other operators “Burning Up.” (Yes, I got a Madonna pun in there, I was working hard for it.)