Beyonce’s Act II: Important Marketing Lessons We Can Learn
If you’ve been following Beyonce’s journey into the country music genre, then you know that today is an extremely important day for the Beyhive – the release of her Act II album. There’s no doubt that the album is making history and Beyonce is shaking up the entire music industry. In February, she became the first Black woman to top the country music charts with the release of her single from the album, “Texas Hold ‘Em.” The song has sparked millions of TikTok dance videos, plays in the background of countless ‘get ready with me videos,’ and is a new favorite for nightclubs everywhere.
While the reasoning behind Beyonce’s move into country music is a remarkable story in itself (you can read more about it here), the way she has marketed the album and released music in a genre new to her while retaining her strong brand identity is a marketing act of genius. Beyonce has taken a niche category and made it accessible to everyone, but did so thoughtfully and intentionally to put out meaningful, high-quality content. We’ll go over what marketing lessons we can learn from this powerhouse of an entertainer, as well as how to broaden your brand’s appeal while staying true to your core identity. Let’s dive in.
#1: A lesson in authenticity
Through each phase of her career, Beyonce has always stayed true to who she is – as an artist, a community builder, and a role model. While she ventures into a new genre with Act II, Beyonce has successfully reached new audiences while staying true to her roots and retaining her brand’s identity. She’s taken a forgotten story of a vibrant community, the Black cowboys, and put her own spin and style on it as she mixes history with art.
As marketers, we can all learn from the importance of staying authentic, even through brand shifts and transformations. The modern consumer values brands that have core values and stick to them, even when venturing into new territory or undergoing a redesign.
#2: Bring forgotten stories to light
In a way, Beyonce’s country album isn’t just an artistic accomplishment – it’s a way to bring the forgotten stories of the Black community’s impact on country music to the forefront of her work. By giving attention and appreciation to these early influencers of country music, Beyonce shows marketing professionals that diversity, inclusion, and education is key in producing interesting and engaging work.
Brands should always look for ways to bring disregarded viewpoints to light and encourage thoughtful conversation about important societal and cultural topics. Consider doing audience spotlights, brand features, or highlighting business owners from diverse backgrounds to increase your impact. Beyonce also reminds us that while we’ve come a long way, there’s more work to do to create diversity and inclusion across all industries.
#3: Blend old with new to try new things
Act II is definitely new territory for Beyonce, but it also retains elements of her style while pushing the limits on what is considered traditional “country.” In this way, Beyonce has created a new type of genre, blended from traditional elements and newer musical trends and contemporary rhythms. Likewise, brands shouldn’t be afraid to try going in new directions, but doing so in a way that embraces the latest trends with established and more familiar ways. It can be jarring for consumers to experience brand refreshes that no longer align with core values or vary greatly from past experiences. Remember to introduce change slowly, while retaining some elements of what resonates with your key audience.
#4: Use contentious decisions to drive conversation
As the first Black woman to top the country music charts, Beyonce has faced tons of backlash and criticism with her introduction to the country music scene. While many critics say Beyonce’s music doesn’t fit the traditional country music standards, she has used Act II as an opportunity to start a conversation about inclusivity and belonging. Brands shouldn’t shift away from what can be seen as controversial decisions to remain free of challenging comments, but rather use these moments to spark important conversations and drive change. Remember that none of us should be kept in a box of what we can or cannot do – Act II shows us that we can try our hand at a new field and still have tremendous success.
#5: Community is key
Beyonce is a master community builder. She makes everyone feel like they belong, and Act II is just another example of how making connections with diverse audiences can foster belonging and strengthen a sense of togetherness and community. With Act II, Beyonce has taken a huge step in reaching the country music audience population – and bringing in new fans that previously didn’t listen to other pop or R&B genres.
As a brand, it’s crucial to make your audience feel involved in and appreciated with your biggest moves. “Texas Hold ‘Em,” with its viral dance challenge and singalongs, has brought together people everywhere that just want to celebrate the art of music and what it can do to lift communities up.
Conclusion
Beyonce’s Act II is officially here, and it’s exciting to see how this album will revolutionize not just the country music genre, but also the music industry as a whole. While there will be many more lessons to learn from this marketing and branding feat, we can already see a few clear learnings starting to emerge: stay authentic, give forgotten stories a voice, take risks, build your community, and focus on diversity and inclusion to reach a broader audience. Here’s to the queen, and to spending the entire weekend listening to this revolutionary work.
