×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Katy Perry Folds, Doesn't Scrunch, in First Ever Whatsapp Music Video

Published on .

Katy Perry -- despite being a multi-millionaire -- apparently still cares about international texting fees. Why else would she use WhatsApp, the mobile messaging service that works across platforms and is mostly used for texting abroad? The singer uses a Whatsapp group to create a lyric video for her new song, "Roar," using digital stickers, emojis and words, all being told via messages from Katy and all her friends.

The company said that while the product used in the video is in fact Whatsapp, the video is not the product of an official celebrity endorsement from Ms. Perry or any sort of deal, although we're sure that the service, which isn't widely known in the U.S. but is huge in Brazil and South Asia is getting a seat at the pop-culture table.

Most Popular