On September 28 1983, Billboard magazine reported that the music video for Madonna’s second single, Burning Up, had been added into MTV rotation during the preceding week. The video marked Madonna’s introduction to MTV audiences, as the channel had not previously aired the low-budget clip produced for Everybody.
Although the Burning Up/Physical Attraction single had already been out for six months by the time a video finally surfaced, it featured a new mix of the song (which differed from both the 12″ single and from the version that appeared on original vinyl pressings of the album) and was seemingly intended to promote her debut album as a whole rather than the song itself, given that Burning Up had not been actively promoted to radio by her label. Just weeks before the video’s release, Sire/Warner had issued promotional 12-inch copies of Lucky Star/Holiday to gauge public interest for her next single release, and were apparently caught off guard by the swift success of the latter track, as no video or remixes had been readied to promote it.
Indeed, the label’s somewhat haphazard early steps in marketing the album gave very little indication of its impending success.