Five years after his passing, Michael Jackson continues to make history.
The late "King of Pop" released a "short film" for the artist's posthumous single A Place With No Home on Wednesday night. It's billed as one of the first music videos to premiere on the social platform. Twitter will exclusively host the video for 12 hours.
Working with Michael Jackson's estate seemed like a natural move for Twitter, capitalizing on what tweeters love to talk about: music.
"Music is the No. 1 most-discussed subject on Twitter in the U.S., and 50% of all of our users follow at least one musician," says Shavone Charles, a Twitter spokeswoman. "Music fans from around the globe flock...to discover and discuss new music in the moment."
The proof is in the numbers.
Michael Jackson's account has a staggering 1.5 million followers. The tweet announcing the video premiere has amassed over 2,300 retweets and 2,000 favorites since Aug. 11.