I did not understand the tidal wave of consumerism surrounding the Eras and Renaissance tours last summer. I generally do not have the musical prowess to appreciate decade defining music. (For example, I would be the girl in the recording studio with The Beatles while they recorded their Sgt. Pepper album or with Prince while he recorded Purple Rain, and left for a coffee break not realizing the appropriate response should be awe.) But, Beyoncé's new album exceeded all of my expectations when I didn't even know I should have any.
For anyone that is living under a rock, Beyoncé's new album "Cowboy Carter" was released this past week. (March 29th.) Even if you have the enviable life of living amongst nature, surrounded by moss and mushrooms, and completely disconnected from media and technology, you STILL likely heard that Beyonce was dropping a new album. And a country album at that.
I listened to the album out of curiosity. I respect Beyoncé's longevity as an artist. I grew up with her, listening to Destiny's Child in middle school; appreciating her girl power anthems in high school, and then really only noticing her new music peripherally in my 20's. (Except for a short blip when she released "Lemonade", which shot her directly back into my stream of consciousness.) I wouldn't say I am a die-hard fan, but definitely have an appreciation for her.
Not only for her musical talent, but her marketing and branding power. She has not given an interview in four years, but still commands market value. She doesn't need to promote. She creates, and just knows people want what she has to give. Rarely does she write Instagram captions, but still procures six-figure "likes." People are just thankful she shows up.
From a marketing perspective, Beyoncé is fascinating. Take the Instagram captions - not writing anything is a distinct decision. Beyoncé knows that just as much as her talent and artistic deliverability are a commodity, so is the mystery she can enshroud. People want her more, the less she says. Cultivating that mystique isn't a by-product of doing nothing. Quite the opposite; it's a deliberate decision, and one that has been part of her marathon marketing strategy for years. By saying nothing, she says so much.
As I was falling into the engrained habit of scrolling instagram over coffee this morning, (toxic, I know) I came across a meme shared through written by Nick Fury of @WritingTheWrong on X).
I agree with @WritingTheWrong. After listening to "Cowboy Carter" I felt that all we have to do is decide we want to try something new and then work it happen. (It's not lost on me that this likely resonates more-so for Nicky Fury as a Black writer, who may have written this post specifically through the lens of a Black person. Beyoncé faced criticism for and barriers to creating a country album because of her race. I'm guessing those that were against her forgot that White people aren't the only ones who defined country music.)
Some may have never thought of Beyoncé as a country music singer, but she did. And it's clear she spent years researching the sounds, writing the songs, finding the artists to collaborate with, and diving into history of the music she decided she wanted to share with the world.
And because of her decision to not write Instagram captions for her posts, it means that when she does decide to write one, its impact is 10x more powerful. Like the one she shared announcing the release of "Cowboy Carter:"
From @Beyonce, "Today marks the 10-day countdown until the release of act ii. Thank you from the bottom of my heart to all of the supporters of TEXAS HOLD ‘EM and 16 CARRIAGES. I feel honored to be the first Black woman with the number one single on the Hot Country Songs chart. That would not have happened without the outpouring of support from each and every one of you. My hope is that years from now, the mention of an artist’s race, as it relates to releasing genres of music, will be irrelevant.This album has been over five years in the making. It was born out of an experience that I had years ago where I did not feel welcomed…and it was very clear that I wasn’t. But, because of that experience, I did a deeper dive into the history of Country music and studied our rich musical archive. It feels good to see how music can unite so many people around the world, while also amplifying the voices of some of the people who have dedicated so much of their lives educating on our musical history.The criticisms I faced when I first entered this genre forced me to propel past the limitations that were put on me. act ii is a result of challenging myself, and taking my time to bend and blend genres together to create this body of work.I have a few surprises on the album, and have collaborated with some brilliant artists who I deeply respect. I hope that you can hear my heart and soul, and all the love and passion that I poured into every detail and every sound.I focused on this album as a continuation of RENAISSANCE…I hope this music is an experience, creating another journey where you can close your eyes, start from the beginning and never stop.This ain’t a Country album. This is a “Beyoncé” album. This is act ii COWBOY CARTER, and I am proud to share it with y’all!"
To think that anyone would question Beyoncé's ability to pull anything off, or deny her a seat at the table is unimaginable to me.
Not because I respect her as a female powerhouse, but because I respect her as a business person. She has a proven track record that spans two decades. What more does a person need to know he or she is a safe bet? Beyoncé's talent is undeniable, and I mean talent on all levels - as an artist; as a singer; as a creator; as a collaborator; as a historian; as a symbolist; as a marketer; as a fashion icon; as a stylist, and on and on and on.
I still don't understand the frenzy of the TSwift ilk, but after listening to this album, I would definitely buy tickets to a Beyoncé concert.