“Beyoncé Releases Latest Album-Quietly”
December 13, 2013
On the night of December 12, 2013, internationally known artists Beyoncé released her fifth album without any prior noticed. This is a completely different approach than is usually seen by the music industry. Most artists use the corporate-sponsored music-marketing campaigns that sometimes fall apart or can catapult an album, but Beyoncé did not. Her self-titled album appeared in iTunes without any fanfare.
“I did not want to release my music the way I’ve done it… I am bored with that,” said Beyoncé. Her album that had little to no prior notice except to her 8 million Instagram followers via a 15-second video trailer that ended with “available now,” sold more than 80,000 copies in the first three hours. The price listed in iTunes was set for $15.99 for the album, which includes a video for each of the 14 songs. Unlike her husband Jay Z who heavily marketed his latest record, Beyoncé decided to take it to the completely opposite route. And it worked.
Very few artists would be able to accomplish what Beyoncé was able to do with her silent advertisement, which in retrospect only created more news and advertisement for the album. Beyoncé was able to create more hype about her album by not creating any. Internationally, this will only increase Beyoncé’s image and desirability as the artist that was able to sell 80,000 copies in the first three hours. Not only is this a new form of marketing, it is a new form of quiet advertisement that may begin to be used nationally and globally. I believe that many companies and artists alike can learn from Beyoncé’s bold statement. A statement that says her product is good enough to not need large amounts of advertisement to get noticed. A change in the way we see advertising? Possibly.