Beyoncé New Album, New Reaching Out
What it Is:
The new Beyoncé album is out – her first since 2011. Not a trace of traditional marketing involved. Beyoncé and Sony exclusively rely on the social media. You can download the album at iTunes but only as a fixed bundle. 80.000 copies sold within three hours.
Why it is Cool:
Apart from the music content itself, this is Cool because Beyoncé has chosen a new way to reach out. Beyoncé desired:”to deliver music a visual content directly to my fans”. Not filtered by big traditional marketing machines in between.
Cool, because the lady authentically takes total control. She decides on the how and when of reaching out. Cool, because the lady exclusively embraces the social media as the queen’s road the get her music out. Cool, because she adds a pinch of Secrecy to the whole endeavor – adding extra excitement. “I just wanted this to come out when it’s ready and from me to my fans.”
The album can only be downloaded as a fixed bundle. As a kid Beyoncé was enchanted by the immersive experience of seeing, together with her family, Michael Jackson’s Thriller video launched on TV. She prefers immersion in the whole of her new artistic work above hyped focus on a single. Cool: this invitation to take time for the whole message and not sticking to the hyped snack.