Madonna has never been afraid of courting controversy, but her latest music video has caused quite a stir.
The pop icon's latest album, 'Madame X', was recently released and has seen her adapt the titular persona, as seen during her recent appearance on Graham Norton.
Now, she has revealed the video for her new single 'God Control', and its depiction of gun violence has been likened it to the mass shooting at the Pulse nightclub in Orlando in 2015, in which 50 people died.
The video opens with the message: "The story you are about to see is very disturbing. It shows graphic scenes of gun violence. But it’s happening everyday. And it has to stop."
Many fans hailed the video as 'powerful', but one survivor of the Pulse massacre criticised her for taking the wrong approach.
"I get that she was trying to bring awareness to gun control but I don’t think that was the right way to go about doing it," Patience Carter told TMZ. "For someone like me who actually saw these images, lived through these images, to see them again, dramatised for views, I feel it was really insensitive."
The disco-themed video shows bloodied bodies on the floor of a nightclub and images of people being shot by a gunman as they scream in panic. Meanwhile, Madonna sits at a typewriter typing the song's lyrics, as a record titled 'We need to wake up' plays on a turntable.
Other parts of the video show rows of coffins in a church as a children's choir sings 'We've lost our control.'
Watch it below: