The music video was directed by Arthur Pierson, and was produced by Glenn Goodwin, while Wayne Isham was in charge of photography. At the time of the song's release, Madonna's style of dress was catching on as a fashion statement among club kids and her fans. The most prominent among her fashion accessories were the crucifixes she wore as earrings, necklaces and bangles. Madonna commented that wearing a rosary and a crucifix is "kind of offbeat and interesting. I mean, everything I do is sort of tongue-in-cheeks. Besides, the crucifixes seem to go with my name." In reality, she was trying to find a separate image for herself, being inspired by then artists like Boy George, Cyndi Lauper and David Bowie, and their constantly shifting image and persona. Madonna realized the importance of her music videos and its popularity via MTV—launched in 1981—was instrumental in popularizing her image.