Big news today: Beyoncé dropped a new album
Bigger news today: the way Beyoncé dropped her new album.
Now we all know Beyoncé is a force of nature that demands attention. And she’s getting it. But the cool thing about this (to me) is that the lady (and her marketing team) clearly understands an old chestnut of marketing: When everybody else is zigging, you zag.
I mean, come on, this is the most crowded, noisy, and just plain annoying time of the year for a marketer. Everybody with something to sell is on a soap box with a bullhorn vying for your “holiday party/gift buying/dealing with family issues/oh my GAWD just make it stop” attention. So what’s Queen B do. Release her latest album (just in time for holiday gift giving BTW). In the middle of the night. Via Instagram (to her over 7MM followers.)
What do you think the traditional media are going to do about this? Play catch up by featuring it all day long. I would LOVE to see the earned media value this move generates. My guess? It’ll be in the millions.
Pity any other recording artist who’s releasing an album today. Or anybody shilling anything today for that matter.
Beyoncé is Marketing Fierce.
– D.P. Knudten
Beyoncé zags.
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