This past Friday, on December 13th, Beyoncé released her 5th studio album, the self-titled, Beyoncé. “Apple said Monday that the album sold 617,213 in its U.S. iTunes Store. It sold 828,773 internationally.” While these figures alone are staggering, the way in which she went about promoting, releasing, and keeping the album a secret are even more impressive. Beyoncé and Sony didn’t speak a word of the album’s release date leading up to December 13th. At midnight on the 13th, Bey took to Twitter to announce that her album had arrived, and was available that same day. Once the announcement was made, the news spread around the world like wildfire. The album was made available exclusively through iTunes “…only at full price ($15.99) as a full album download.” The fact that she made the release available as a full album download only, emphasizes the importance of the album as a single, cohesive unit, rather than just a collection of multiple singles. Beyoncé is an international superstar and the same tactics won’t work for most, but her and Sony’s use of viral marketing brings light to the fact that in the digital age of over-information, sometimes less is a more effective strategy and can make for a bolder statement. Here at Altavoz, we believe that since the music industry is ever-changing due to new technology and media platforms, promotional strategies must be re-created regularly in order to remain effective and relevant. We join Beyoncé and her fans in congratulating her on a wildly successful 5th album release, and a more than impressive marketing strategy.
- Beyonce’s Album Breaks U.S. iTunes Record, Goes No. 1 Globally (mukeshbalani.wordpress.com)
- Beyoncé’s Surprise New Album Crashed iTunes Overnight (gizmodo.com)