True Blue (Madonna song) in the video. The video was released at a time when she was going through a failed marriage with then husband actor Sean Penn. During this period, Madonna focused on more traditional fashion and attitudes and tried to appear more respectful of traditional gender roles. After shedding her trampy sex-kitten and boy-toy image with the "Live to Tell" music video, Madonna again adopted a new look for this video. Madonna attended aerobics classes at Hollywood health centre "The Sports Connection", which was responsible for her toned down look in the video. Sire Records decided to opt for a promotional device
Bitch I'm Madonna met with a mixed response. Critics complimented the craziness of the clip but panned the absence of the guest stars from the set. Additionally, comparisons ensued with then recently released music video for singer Taylor Swift's single "Bad Blood", which had featured similar guest stars. In order to further promote the song, Madonna performed "Bitch I'm Madonna" during her appearance on "The Tonight Show Starring Jimmy Fallon", which was received positively. It was also performed as the second song of the Rebel Heart Tour (2015–2016). In February 2014, Madonna announced that she had begun working on her thirteenth studio album,