I know, I know. You are sick of hearing about her and this new album. I am too (somewhat), but beyond the fact that this album is so true to Beyoncé, and where she is in her career/life, you cannot deny that the women is a marketing, and PR professionals dream client. You want to talk about someone who is Bankable and lives a lifestyle that is nothing less? Ever heard of the Midas touch? Well that truly has nothing on the “Yoncé touch”.
While some may think that this new album was released on a whim, this has been in the works, as you can see from the accompanying videos to go along with each song. Her “non-marketing” strategy was actually a strategy within itself.
From the world tour, the documentaries, the endorsement deal from Pepsi, countless magazine covers (Vogue), and campaigns with H&M, she has been prepping us all for this major release, without clearly defining it with a single release, or music video. Beyoncé started to set the stage back in 2012.
Timeline provided by: http://www.fuse.tv/2013/12/beyonce-surprise-album-timeline
April 5, 2012: Beyoncé launches a Twitter, Tumblr and new website. Having one's social media platforms all updated and ready to go is a necessary strategy to release most albums in today's age.
October 16, 2012: Beyoncé confirms she will perform at the Super Bowl. OK, obviously an album release is imminent in early 2013. This is the biggest platform to promote new music!
February 2, 2013: Beyoncé rocks the Super Bowl and announces The Mrs. Carter Show World Tour.
March 18, 2013: New music finally arrives when "Bow Down/I Been On" hits SoundCloud. The track would eventually become "*Flawless" on Beyoncé. It's never released as a proper single.”
March 21, 2013: H&M announces the diva as the new face of the brand.
March 29, 2013: Rolling Stone reviews "Bow Down/I Been On" in their mag, revealing the new album's supposed title. The mag wrote, "a warning to anyone who'd take the wrong message from the title of her forthcoming LP, Mrs. Carter," which fueled rumors that the album was completed and imminent.
April 15, 2013: The Mrs. Carter Show begins in Belgrade, Serbia.
June 19, 2013: Things start getting confusing. Ne-Yo tells Billboard that, "They're still trying to figure out what they want [the album] to be. You're not going to see it till it's right."
July 13, 2013: Things start getting even more confusing. Diplo says Beyoncé has "scrapped" album material he worked on. That same day, she takes to Instagram to reveal a single quote: "Genius is nothing but a great capacity for patience."
August 8, 2013: Beyoncé debuts a new pixie haircut. It's international news.
December 12, 2013: Bam. Beyoncé is released.
While artist struggle to stay relevant and sale music, Beyoncé, along with her “flawless” talent and performance skills managed to school veterans and newcomers alike. Whether you are a fan, (Stan), or not, you cannot deny her business savvy skills. She has managed to stay relevant, gain new traction, all while being true to who she is and where she is from. I can only imagine what her next approach to her album will be?
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