The music video that Katy Perry dropped on Wednesday night was, as she later put it, “a double whammy.” “Never Worn White,” which stars Perry rebelliously wearing white, doubled as a pregnancy announcement, ending with the 35-year-old singer wearing a piece of tulle as she caresses her baby bump. “I had to reveal it at some point,” Perry said later that night on Instagram Live while tearing into a piece of dried mango. “It’s getting pretty obvious.”  

Almost immediately, the strategy proved an extremely effective way to ensure that Perry’s music gets publicity. The song is already among the Top 10 on iTunes in the U.S., and Perry has reportedly gained 170,000 Instagram followers since sharing the news. For those who didn’t make it to the end of the video, she also posted an Instagram Story in which she silently flashes to her baby bump, then lets out a high-pitched scream.

Katy Perry in her "Never Worn White" music video.

Later that night, she elaborated: “There’s a lot that will be happening this summer. Not only will I be giving birth—literally—but also figuratively, to something you guys have been waiting for,” she said of her upcoming album, which she referred to as “KP5.” The pregnancy, she continued, is “probably the longest secret I’ve ever had to keep. And I like to tell you guys, but I knew I would tell you in the best way, which is through a piece of music, because that’s how I speak to you. That’s how we speak together, with each other.” 

Perry also noted that “we’re excited and happy,” presumably referring to the actor Orlando Bloom, to whom she got engaged last February. Bloom—who is the proud father of a dog named Mighty, as well as a 9-year-old son with his ex-wife Miranda Kerr—has yet to join Perry in sharing the news on social media. But he did comment a heart on one of Perry’s three Instagrams promoting the video, joining a handful of other celebrities in reacting to the announcement. “MY BABY'S HAVING A BABY 💘🙏🏽👼🏼,” the designer Jeremy Scott commented. On Twitter, Cardi B kept it simple, sharing the news with a retweet that read “OMMMMMMGGGGGGGGGGGGGGGG.”

In the wee hours of Thursday morning, Perry also switched platforms. “Omg so glad I don’t have to suck it in anymore,” she tweeted. “Or carry around a big purse lol.”

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