Madonna's "Secret Project" has turned out to be Steven Klein's "Secret Project," and the first video from it is this rather familiar-looking snippet. Doesn't it remind you of "iamamiwhoami" from 2010? And haven't we seen high-fashion models with black-painted skin quite a lot?

iamamiwhoami

We'll see if what comes out of this is interesting, or if all the hype and manufactured buzz was required to counteract a collective yawn from art lovers.