Jodie Kushner Emsy petersen Beyoncé Jodie Kushner Emsy petersen

“pulling a Beyoncé” “pulling a Beyoncé” is a term used because of the way she is promoted and marketed With Beyoncé's promotion it all comes in surprise announcements and providing something unexpected For example, at the 2016 Super bowl half time show she announced her Formation world tour at the end of the show The announcement reached an average of 111.9 million viewers, making it the third largest TV audience in history Her Super Bowl performance also caused an uproar as her backing dancers were dressed as black panthers- this created further publicity for her as people protested against her https://www.youtube.com/watch?v=I-laSZX_qs0 “Beyoncé just pulled off a Super Bowl hat trick. In addition to releasing a new single and performing during the Half Time Show, Beyoncé just announced that her Formation World Tour will launch on April 27th.” (Opam, 2016)

Beyoncé - LEMONADE (2016) In 2016, Beyoncé released her latest album Lemonade. Lemonade is an album about being cheated on which was dropped totally out of the blue a few months after Jay-Z had allegedly cheated on her but even though the album was supposed to be aimed towards Jay-Z it was only released on Tidal, Jay-Z’s streaming site. This was a great way for both artists to get a huge income. Before any hint of new music from the artist was announced she released a 5 - 7 minute video promoting the album although it left people guessing as to what it was, until it was announced the album was available on Tidal https://www.youtube.com/watch?v=gM89Q5Eng_M

As well as this: The album features famous guests including Kendrick Lamar on a track, Serena Williams in one of the videos and Trayvon Martin and Eric Garner all make cameos – This helps to attract more people to the album and also draws in fans of the celebrities featured on Lemonade The album seeks to help the public delineate feminism, especially black feminism, misogyny, and society’s racial tensions. Once again, the strong message behind the album also raises awareness for it as more people are inclined to support the album as it is fighting for a good cause

Beyoncé – Beyoncé(2013) In 2013, Beyoncé released her self-titled album. This album wasn’t promoted in the slightest before its release but yet its such a successful album. On the release date for the album Beyoncé posted a video on her Instagram about her new visual album with just a caption saying “surprise!”. https://instagram.com/p/h2YFO6Pw1d/ This album features 14 audio tracks on the first cd and 18 visual tracks on the second. After the album was finally released she started to promote the album in some of the best ways. A few days later on the very last date of her world tour “The Mrs. Carter Show” she performed the song “XO” which was a new track from the album. She also took the opportunity with performing “Drunk in love” at the 56th annual Grammy awards and to promote the album further her and Jay-Z did a stadium tour “On the Run”.

IVY PARK. Another promotional thing Beyoncé has done is announce in 2014 that she will be creating a clothing line in partnership with Topshop and it was officially released in 2016. the release date was pushed back from 2015 but was promoted with Beyoncé doing a cover shoot for Elle magazine. This being released just 9 days before the album Lemonade.

The announcement that Beyoncé's having twins will also bring her lots of promotion and there’s no doubt that the way and timing of the announcement was carefully planned

Bibliography: Opam, K. (2016) Beyoncé announces formation world tour during the super bowl. Available at: http://www.theverge.com/2016/2/7/10934418/beyonce-formation-world-tour-super-bowl-2016 (Accessed: 2 February 2017). Entertainment Tonight (2016) WATCH: Beyonce Slays at super bowl 50, then makes world tour announcement! Available at: https://www.youtube.com/watch?v=I-laSZX_qs0 (Accessed: 8 February 2017). PRODUCTIONS, E. (2017) Jay Z PHYSICALLY ATTACKED by Beyonce’s sister Solange. Available at: http://www.tmz.com/videos/0_6lrpg6kh/ (Accessed: 8 February 2017). →, V. (2017). Beyonce’s Lemonade: Marketing Genius. [online] CoPromote Blog. Available at: https://blog.copromote.com/2016/04/29/beyonces-lemonade-marketing-genius/ [Accessed 2 Feb. 2017]. Rubano, J. (2017). The Brilliant Marketing Strategy Behind Beyoncé’s Lemonade. [online] Candoideas.com. Available at: https://www.candoideas.com/blog/the-brilliant-marketing-strategy-behind-beyonc%C3%A9s- lemonade [Accessed 8 Feb. 2017]. Social Media Today. (2017). Beyoncé and the Value of Surprise Marketing. [online] Available at: http://www.socialmediatoday.com/marketing/beyonce-and-value-surprise-marketing [Accessed 2 Feb. 2017].