Beyonce's Renaissance Tour Has Changed The Game–Forever

Beyonce is the GOAT. She's the greatest living entertainer of all time with a net worth of more than $500 million dollars. And she's a Black woman.

Beyonce's Renaissance tour is the highest-grossing tour of any Black artist (ever!) and covers her most recent album, 2022’s Renaissance—which was met with worldwide critical and commercial acclaim.

The Renaissance tour—as spectacular, extraordinary, and inspiring as it is—also has a lot to teach me about marketing and the power of community. As far as promotional material goes, Beyonce just shared one Instagram post–and that’s all. And yet, despite the lack of personal promotion, the tour has become a global phenomenon and on track to become the most commercially successful tour ever.

So, as I obsess over the icon that is Beyonce, I also take a few lessons from the nationwide sensation of Renaissance, particularly the influence of niche marketing, community-powered brands, and diverse representation in entertainment and media.

Niche Marketing Works

Have you ever heard someone say it’s best to market to everyone because you don't want to exclude any group? Or that targeting a specific audience doesn't work because it’s too small of a group? Well, Beyonce just proved them all wrong with one fell swoop of Renaissance magic.

Much of Renaissance’s inspiration comes from the LGBTQ+ Black community, and that’s exactly the kind of intersectionality that most big marketing claims advise against. But what these naysayers don't account for is one powerful emotion: the feeling of belonging. When I attend the Renaissance tour, I do so with a deep cultural, political, and historical understanding of a marginalized identity. And if I'm not coming from that angle, I'm standing as a powerful ally (and, of course, lover of Beyonce’s music).

This market is as niche as it gets, which is successful for the tour because it feels like going to a concert with one big friend group where everyone is their most authentic self, or in other words, one big network of supporters and fans…which brings me to the next insight: community.

There's Power In Community

Beyonce is one of few artists that has built an enthusiastically loyal community of fans and followers, also known as the Beyhive. This community not only builds upon Beyonce’s authentic brand, but it also organically promotes it. Let's look at the power of community: am I more likely to attend an event hosted by a complete stranger or by my best friend of ten years? I know the answer, and because of the Beyhive, the Renaissance tour doesn’t feel like a crowd of thousands of people I've never met before. Instead, it’s like a family reunion full of strangers who are already family, bound not only by their love for music but by the same emotions of community and togetherness.

The pandemic was a lonely time, and I'm not entirely “over” it yet because it was too big and global of an event to simply and quickly “move on” from. This is also why it’s so special to see so many people come together in one spot to participate in the same event. Those going to the tour aren’t just going because it’s any regular concert, and they’re not just going to listen to or watch Beyonce. They're actively participating in an event with DIY-ed clothes, belting out lyrics, and clutching the hands of strangers next to them, each person participating to make up a powerful, lively force. To sum it up, a feeling of community creates customer participation, resulting in a more effective and engaging experience that people cherish and continue to return for.

Representation Matters, And It Pays Off

Another thing the Renaissance tour proves: representation is so much more than a trendy new train for everyone in marketing to jump on. Representation matters daily, and it's the most marginalized and underrepresented groups that are most impacted by it. I should remember that so much of Queen Bey’s hardcore fanbase comes from people who saw themselves reflected in a public figure—and reflected in music—when no one else was looking at them.

Imagine the story of a young Black girl growing up listening to Beyonce’s “Speak My Mind” on her iPod. Years later, she’s a working woman with the means and comfort to attend the Renaissance tour and watch Beyonce in person. This is a powerful story of the importance of representation, and it’s one that I see come true around me all the time.

When I think of the hundreds of people who saved up every day just to attend one concert, the huge impact of Renaissance and Beyonce’s brand is felt more intensely. These are all individual people who have chosen, and fought forces like TicketMaster, to be there because they see themselves reflected in art. Representation is a key factor in building community, and as I discussed, with community comes power.

Consistency Can't Be Overlooked

Community doesn’t just happen overnight. It takes years to build, and even longer to maintain. Beyonce—for as much of a goddess as she is—feels like someone I've grown up with. She's built up and maintained her community throughout the good and the bad times. I remember the cultural phenomenon that the “Irreplaceable” music video was (I admit to having watched it on repeat every day after school). And if I've grown up with someone, I feel a special bond that strengthens the sense of community and representation. It’s like different strands of a rope—belonging, longevity, and togetherness—that strengthen my ties to figures like Beyonce.

So ultimately, despite how fabulous the album and tour may be, it wouldn't hold the same emotional impact—or commercial success!—if it hadn’t been predated by decades of consistently putting out incredible music, culture, and a sprinkle of Beyonce’s fabulousness to build the Beyhive. For decades, Beyonce has been experimenting and perfecting the theatricality of her performances, strengthening her vocal skills, and constantly pushing the boundaries of “pop” music until she became a phenomenon unto herself. This is all only possible if you've been giving something your all for years, and often, with no visible reward in sight. There's a powerful personal and professional lesson for me here: keep at it, even when I feel like no one is watching me shine.

Whether you’ve already attended the tour, have gotten your tickets ready, or are just getting introduced to Beyonce with the new love she’s getting (but let’s get real, everyone already loves the Queen), Beyonce and her Renaissance tour is a force to be reckoned with. We will be thinking about the importance of this cultural moment for decades to come and, hopefully, learn powerful lessons from it too.