Beyonce broke the usual musical marketing rules !

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In December, Beyonce, the famous american R&B singer, as one of the artists who did sell the most music album in the world, created a buzz around the world after releasing her new album.

Usually, famous singers like Beyonce, let fans know the official release date, and make some teasing as a marketing trick…
But the pop star changed the usual promotional release of an album. No teasing, no cover, no sample, no live show, no interview, … Nothing! Beyonce released her new album her own way, avoiding doing any true marketing.

In the musical industry, a successful launch is essential to an album. The first selling week is full with expectancies and determines the commercial success of the album.
However, Beyonce had changed the rules of that “game”… she did make her own rules.

The 10 of December, at midnight, Beyonce did reveal on Itunes, Apple’s platform, an album composed of 14 songs and 17 videos also included. Her “visual album” was only sold in its entirety for $15.99… However, the individual tracks were available for purchase on December 20, ten days following release date.
80 000 albums have been sold worldwide the first three hours, and 365 000 in USA, the first day of commercialization.
According to Apple, almost one million albums have been sold in 6 days, making it the fastest-selling album on iTunes ever.

In her fans she did trust. Beyonce, with 51 millions Facebook friend, 13 millions followers on Twitter, and almost 8 millions on Instagram, has succeeded to create the buzz on Internet and thus showing the power of social media.

Queen Bey alterted fans to the unexpected release, by posting a video teaser on Instagram with only one word “Surprise!”.
She knew the word of mouth was one of the most effective forms of marketing. She already refused any promotion, even the news on TF1, when she went in Paris for her live concert.
After the release, Twitter reported 1,2 million tweets in only 12 hours.

We can see in the following GIF, the speed of reported tweets mentioning Beyonce after the announcement of her album.

Before the exclusive worldwide release, it is an average day for Twitter. Tweet mentioned Beyonce are ordinary.

At midnight, the album is released on Itunes.

When New York start to know.

6 o’clock in the morning. Europes wakes up and start to mention Beyonce.

Rapid growth of worldwide Beyonce mentions.

But why the pop star chose to release her new album with this digital strategy ? She said, “I am bored with that. I feel like I am able to speak directly to my fans. There’s so much that gets between the music, the artist and the fans. I felt like I didn’t want anybody 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.”

Some rumors of a new Beyonce album did spread all year but her record label had suggested the next album would see its release date set for 2014.
“Obviously, at some point Beyonce will put a record out, and when she does it will be monumental,” said Rob Stringer, the chairman of the Columbia Records.

Without promotion, without samples, without marketing, Beyonce succeeded in creating a buzz anyway. Her album was in first position in 101 country…

We know, why she bears the nickname of Queen Bey !

Aurane C.

SOURCES

Stratégie
Les Echos
Le Nouvel Obs
Première
Forbes
Konbini
CNBC

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