Late singer Michael Jackson's Twitter account will release a "short film" for the artist's posthumous single A Place With No Home at 10 p.m. ET, making history as the first music video to premiere on the social platform.
Once the clock strikes 10, anyone on Twitter will be able to see the video – which the site has exclusively for 12 hours. It will also be broadcast in the middle of New York's Times Square.
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 number one 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 August 11.