Jocelyn Bovay- Beyonce

Posted: January 30, 2014 in Uncategorized

When artists come out with new albums, they are typically talked about, promoted about, and analyzed by all media outlets for months leading up to the release of it. Beyonce did none of these things, she didn’t even release a single song from the album beforehand which many artists do to get people hyped up about their new music coming. She collaborated with singer/songwriters from across the industry to create her self-titled, “visual album”. She released the album to iTunes just before midnight on December 12th 2013 with a music video for each song on the 14-track album. This surprising and monumental event relied on social media and word of mouth to spread the news of her visual album as there was no promoting of the album before. This is a pretty risky move, debuting an album with no promotion or even knowledge of an album coming out anytime soon but Mrs. Carter achieved incredible success from how she decided to launch this album. It’s a new approach to promotion and marketing and it really got people talking about the album on all social media platforms for days before the hardcopies were even being sold in stores. 

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Comments
  1. cs341blog says:

    This is a great post Jocelyn! Beyoncé’s surprise and completely unadvertised release of her new visual album is unheard of within the music industry. Although it was a highly risky move, it is wonderful to see just how successful it was. I am curious to see whether other companies and artists have used similar strategies to release their products or albums. With that being said, what do you think are some qualities/characteristics that an artist/product must have in order to be successful in utilizing this unorthodox release strategy? Are certain social media platforms better able to spread the word than others? Lastly, do you think the future of advertising and promotion will follow a similar suit to Mrs. Carter or do you foresee the continued use of more traditional methods?

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