Beyonce’s self-titled CD has sold more than 617,000 units on iTunes within days–setting a worldwide record. Her surprise Friday release left her with a few days for Billboard Top 100 chart climbing, but what for? Her album is already no. 1 in 100 countries.
Exclusivity: the key to hype. Only after Beyonce debuts a “secret visual album” with no promotional backing do people think, duh, why hadn’t anyone done this yet? Actually, artists like Radiohead and David Bowie have used the ‘little to no promo’ strategy but none reaching the caliber of the perpetual Bey buzz.
Not only did she skip marketing on the album, which I’m sure entailed a major secrecy agreement between all parties involved, but she added a visual aspect to the compilation. With 14 songs and 17 videos, every song is paired with visuals to further enhance the already sensory overload that are Beyonce creations. The album includes cameos by husband Jay-Z, Frank Ocean, Drake and daughter Blue Ivy.
At first glance, the idea of an exclusive album is good but Bey’s execution was ***flawless (pun intended). I’m sure it took tremendous investments–monetary and beyond–focus on her vision and nurturing her relationship with fans, and one hell of a non-disclosure agreement. “I don’t want anyone to give the message when my record is coming out. I just want this to come out–when it’s ready–and from me to my fans,” Beyonce shares in her album intro.
Will this bold move rewrite the rules of the music industry? Will artists consider dropping or toning down promotion? This stunt may have just been a one-time Queen Bey phenomenon considering that fans yearn for any type of glimpse into her already secretive life. All in all, the traditional Tuesday album release and music industry as a whole adjusts to this digital native-driven era.