Beyonce is running for ‘office’ with her concept “Lemonade”. She has high ambitions with her visual album. And watching “Lemonade” you have to be impressed by it’s mix of music, poetry, film, video, political messages and private life. The theme of infidelity is obvious but most interesting is the fact that it is put out as a complete film/visual album – and not a combination of several videos. Beyonce is changing the things we might expect when artists release new music. And she’s been in the frontline before when she released videos to every song on an album (Read earlier post).
The marketing strategy for “Lemonade” is interesting. Artists have difficulties finding the most efficient way of earning money from their music, besides the concerts. “Lemonade” was visible at HBO when it was released but now it’s only officially available at Tidal, Itunes or Amazon. Limiting access can create demand but is watching the visual as hard as being able to listen to the music, you lose the possibility of visuals selling the music.
You can get a picture of “Lemonade” from this report (which focus on the infidelity-issue):