Shazam Debuts Fifth Harmony's Video as More Artists Test Digital Tactics

Music-identification app Shazam is one of the many unconventional outlets with which artists are experimenting to promote their music. On Tuesday, the women of Fifth Harmony became the latest artists to debut a music video on Shazam before releasing it widely on Vevo and YouTube, where videos normally premiere nowadays

Fifth Harmony's video for the quintet's banging dance single "Boss," which references first lady Michelle Obama and Oprah Winfrey to relay the message of female empowerment, was only available to view via Shazam for the first 12 hours after it debuted

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