Beyonce’s Act II Country Album: Not Her First Rodeo

What the album’s announcement teaches us about country music’s history, risk taking, and marketing

There were many memorable moments in Super Bowl LVIII, but at the top of the list is Beyonce’s announcement of her Act II album, scheduled to be released in late March of 2024. While the announcement itself was a surprise, what was even more remarkable for many is the album’s genre – country. As a global star who has created top-charted music within the R&B, hip hop, and pop genres, Beyonce is truly showing us that limits and boundaries hardly define us, if they exist at all. 

While a huge moment for culture, music, and history as a whole, we can also learn a lot of valuable marketing lessons from Act II. We’ll first go over the history of country music and its black origin, Beyonce’s decision to make a country album, and what this bold move can teach us about marketing and the power to appeal to different audiences. Let’s dive in. 

Country music’s black history

While many critics are surprised with Beyonce’s choice in the country music genre, it’s important to note that country music was heavily influenced by black musicians, particularly ministers in the South. The banjo, a key instrument in the genre, was brought over to America from West Africa, and many of country music’s earliest stars were inspired by black musicians. Many of these black artists played a key role in the genre’s development, from guitarist Lesley Riddle to harmonica player and one of the Grand Ole Opry’s earliest performers, DeFord Bailey.   

What is predominantly a white genre today has its roots in many of the field songs and spirituals historically written and sung by black songwriters. Many traditional country songs were actually adapted from black sources, such as “This Land is Your Land,” which stems from the hymn, “When the World is On Fire,” performed originally by a black minister. It’s not surprising then that a black singer wants to explore these roots and elevate black history in a genre that owes much of its origins to the black community. 

Beyonce’s venture into country

While many were surprised with the revelation that Act II will be a country album, this isn’t Beyonce’s first rodeo (literally). Born and raised in Houston, Texas, Beyonce grew up going to the Houston rodeo and experiencing life, culture, and artistry in the South. 

In an interview with Harper’s Bazaar, she said: 

“I grew up going to the Houston rodeo every year. It was this amazing diverse and multicultural experience where there was something for every member of the family…One of my inspirations came from the overlooked history of the American Black cowboy. Many of them were originally called cowhands, who experienced great discrimination and were often forced to work with the worst, most temperamental horses. They took their talents and formed the Soul Circuit. Through time, these Black rodeos showcased incredible performers and helped us reclaim our place in western history and culture. We were inspired by the culture and swag of the Houston rodeo.” 

Her Lemonade album featured a country track, “Daddy Lessons,” which she performed with the Chicks at the 2016 CMAs. The performance came with criticism and backlash, much of which implied that she didn’t have country music cred and was an outsider to the genre. Fast forward to today, where her new country song release from the album, “Texas Hold ‘Em,” has just debuted as number one on the country charts, making her the first black woman to hold the top spot in the genre chart – and this is just the beginning. 

Act II: an important lesson in marketing

As marketers, we’re often told it’s important to find our niche and stick to it to be successful. Beyonce’s Act II has just proved that’s not necessarily true. When done the right way, you can experiment with new ideas and passions that are unfamiliar or not necessarily in your wheelhouse of expertise. Sometimes, taking a risk and pursuing something unexpected can bring in big rewards and recognition you didn’t expect.

When exploring new territory for a marketing campaign or strategy, it’s important to first and foremost do your research. Beyonce’s interest in country music’s black roots led to her inspiration and creativity for her new album. She wasn’t afraid to venture into unknown territory, and she made sure she invested time in the history of country music’s origins and the black community’s role within those origins to give power to that history in a meaningful way.

We can also draw an important lesson about working within your passions – and owning that work. It can be scary to put out something that’s new and unexpected. What will people say? What if you fail? Just do it. Do it with the right intentions and it will resonate with the right people, exposing your work to a new audience and pushing you past your limits and into new levels of personal and professional growth.

Conclusion 

Beyonce’s Act II country album isn’t just a powerful reminder of the black origins of country music or an ode to a forgotten history. It also teaches us important marketing lessons about going outside our expected niche and finding an audience through our passions and authentic intentions. You don’t have to limit yourself to one thing or one skill just because the world says so – Beyonce teaches us that you can try, and excel, in whatever you set your mind to. Put in the work and the rest will follow.