You may not have heard of it and that’s exactly the point. Beyonce released another chart topper fifth studio album a week ago and nobody knew about it.
With zero promotional build up, this bold move from the label is all about “taking the album straight to the people” said her publicist. I’m not really sure what that means but this anti-hype approach seems to be working and is a business move.
Midnight Thursday, Beyonce writes “Surprise” on twitter to her 8 million followers and magically 14 songs in 17 videos appear as a full visual album on itunes. 1 million full album downloads later (because you can only buy the full album of course…no singles) and this guerrilla release style is to date more successful than her last album.
It’s an interesting reflection on globalisation and how social media allows mass marketing to be done via retweets and reposts around the world. Let me know your thoughts on why it worked.