In order to promote the album, Madonna's recording company Warner Bros. spent £1 million (£ million in pounds) on its promotion, to generate excitement in the album without the support of media interviews or TV performances, as Madonna was in Malta filming "Swept Away". A company executive said, "There will be no "Top of the Pops" appearance or interview on Radio One or in "Q" magazine this time so we want the unusual name to get people thinking about the association between Madonna and "GHV2"" and to generate extra media interest to compensate for the artist's unavailability to promote the release at the time. However, in December, Madonna made an appearance at the 2001 Turner Prize award ceremony and mentioned that she "had a new record in stores called "GHV2"".