Beyoncé’s New Album Marketing Strategy Will go Against The TikTok Wave

Just like Diana Ross in the Supremes and Michael Jackson in The Jackson 5, Beyoncé knew since her early days in Destiny’s Child how to snatch the interest and mesmerize the target audience with her talent, voice, and performance.

But becoming just like the others was never enough for the “Queen Bey”. As her verse upon Nicki Minaj’s song says, she “changed the game whenever that digital drop”, being an allusion to the surprise drop-off of her self-entitled album, back in 2013, challenging the whole status quo of the industry in those days.

And with her new concept album Renaissance , she is doing it again. Beyoncé is taking advantage of the spirit of social media content, yet without being volatile or as well snackable.  

You could declare the singer is going swimming against the “ TikTok wave” that many music professionals (and, let’ s face it, Marketing professionals as well) are surfing. And her evergreen strategy has a great deal to teach us about how for making noise in Digital, with no depending on trends — by adopting a more solid and consistent approach.

Put your freakum outfit on plus join me to find out how this Marketing beast will certainly strike next!

Renaissance = Rebirth

The music industry has shifted so much in the last many years, becoming conditioned to demands plus behaviors coming from social media stations, especially TikTok. Artists like Halsey plus Doja Cat even went public to address how chaotic it is.

It’s great having tracks made for developments and viral dances, although not when it’s mandatory plus everybody has to do so. What about longer tracks? Vocals? Sources? What about delivering entire recording experiences to the fans?

And after that comes Beyoncé in the middle of this particular scene, announcing a 16-track album, with big disco/house references, and collaboration along with legends like Grace Jones and Nile Rodger. And when you think this is no big-deal, check what Rolling Stone Publication says about the current music picture:

“Even musicians who thrive on the platform have made lighthearted references to being forced to post content. Doja Cat teased a cooperation with Taco Bell using a tongue-in-check gripe about the partnership. ‘I gotta do this banging TikTok … they want me personally to rap about Philippine Pizza, ’ she mentioned. ‘So, I just wanted to give you the heads up before you observe that shit, it’s contractual. Shh. I know it’s bad. ’ (Artists are now even lampooning the phenomenon, with Charli XCX joking that the lady was ‘lying for fun’ after claiming her label asked her to make eight TikToks a week. )

All that was not by chance. Beyoncé wants to make a statement here. On her official website , she published an open notice to talk more about what Renaissance is all about.

On a personal level, she shares: “Creating this particular album allowed me a spot to dream and to find escape during a scary time for your world. It allowed me to feel free and adventurous types of in a time when little else was moving. Our intention was to create a safe place, a place without judgment. A place to be free of perfectionism and overthinking. A place to scream, release, feel freedom. It was a beautiful journey associated with exploration. ”

And to her fans, who fasted 7 years for a new project, she addresses: “I hope you find joy in this songs. I hope it inspires you to definitely release the wiggle. Ha! And to feel as unique, strong, and sexy as you are. ”

On that note, it gets pretty very clear what her priorities are with this project, and that the girl chose not to lose originality or quality in order to achieve greatness .  

And Marketing-wise, this should be a wake-up call to every brand name that thinks they have to stay with what everybody else is doing simply to fit in or to achieve certain results.

Follow the trends, but keep it authentic

As a in long run marketer, I can say that TikTok has been operating as a catalyst to shrink and reduce content relevance.  

The “15-second generation”, as I love to call them, is so trained to get easily bored, that basically you have now to consider creating content for sluggish people. How messed up is the fact that?

Just so we can be very clear here: I am not suggesting against TikTok. And none is Beyoncé, since the girl recently offered her entire catalog on the platform. Yet this Child of Future knows that what she has to provide as an artist goes method beyond a 15-second virus-like dance.

And you should think alike for your strategy too.

How many missed possibilities have you had because you are not embracing the full possible of your content? Let your own audience know that your brand name has what must be done to go all the way! Don’t be afraid to go serious, to be meaningful, and provide relevance.

Show them who runs the world! And it’s a person.

Learn how to use Marketing tools in your favor

It’s really fascinating to see Beyoncé, after all these years, still serving originality. Quite frankly, I know she’s just able to do that because the lady adapts the environment to her requirements, and not the other way around. And so can you.

Here at Rock Content we live plus breathe articles production . That’s our own core! And we stand so strongly for that because, year after year, we have witnessed that developing a space to land, foster and educate the viewers is the key-factor to create longer lasting, profitable relationships.

Beyoncé is just not trying to question or terminate TikTok’s authority in business at the moment. Instead, she found a method to make it work for her, while the girl releases 6-minute long paths unbothered.  

You should do the same! Proceed hard on trends, yet don’t forget what people want/need. Pay attention to where your audience will land after they double-tap your own post.

Especially at times when your competitors are blinded by ephemeral trends, you might have the perfect opportunity to stand out!  

And in case you’re lower for this mission, you can freely download the State of Marketing Tendencies Report 2022 , created by Hubspot in partnership with Rock Content , Litmus and Wistia to help you develop your own Marketing and sales Renaissance!

Cover image: beyonce. com

The post Beyoncé’ s New Album Marketing Strategy Goes Contrary to the TikTok Wave appeared first on Rock Content .

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