Visual album. 14 songs, 17 videos. And the fans didn’t see it coming at all.
On December 13, 2013, without a preceding marketing campaign, Beyoncé Knowles dropped a visual album on iTunes. The self-titled LP is an instant critical and commercial success, easily beating the total sales of Beyoncé’s last record.
But contrary to what some believe, the release of the visual album does not demonstrate that marketing is dead. Yes, the album’s strategy was unconventional, but BEYONCÉ shows that marketing is even more important than ever. Here are seven marketing lessons you can learn from the “Single Ladies” singer: