I love the PLAN that was put together to release Beyoncé’s latest album.
This is a woman who’s sold 120 million solo albums. She has 53.5 million Facebook likes, 13 million Twitter followers (having posted only 8 tweets) & 8 million Instagram fans. Her online presence is gigantic!
As a student of Social Media Marketing – I noticed when Queen Bey changed her Instagram name from @BaddieBey to @Beyoncé in March or April. I also noticed how she & her team worked to more than double her Instagram followers over the last 6-7 months from 3.2 million in May to the 8 million it is today. This was done months ago to make her brand the same everywhere online in preparation for her self-titled album release.
Her various sponsorships and endorsements have all increased her exposure throughout the year. She averages 300,000 likes per post on Instagram & over 100,000 likes on Facebook with thousands of shares of her posts on each of these social sites. Bey has over 500,000 subscribers to her YouTube channel which has over 63 million views. All of this is by design. By the numbers, all of Beyonce’s digital influence points to exactly what happened last night.
This wasn’t a spur of the moment thing or a Beyonce decision. This was a marketing decision by Columbia Records. The digital packaging and song order and visuals all had to be compiled, sorted and prepared by the graphic design team AFTER the audio engineers/mixers/masterers/etc. completed the music; the videos had to be filmed and the video team had to finish post-production on this monstrous project. The album had to be in the iTunes system for at least 8-12 hours if not for a day or more in order to schedule it’s exact release. The decision itself to not traditionally market the album wasn’t one that Queen Bey made all alone. The whole rollout of this album was a team effort and entailed at LEAST 4 months of planning.
It’s designed to look totally organic with no promotional dollars put behind it, when in fact the promotional plan has been in effect since Bey dropped “Bow Down” earlier this year. Also, when she announced the album right before midnight, the official media blitz officially began. Her publicists are working hard to get coverage from every media outlet and resource while the fans are an army spreading the word of this amazing album.
The quality of the music will determine how long this great impact lasts.
I’m sharing all this with the people who are interested so that y’all can understand that the release of this album was a ‘surprise’ to everyone NOT involved….to the people at Parkwood Entertainment (which Beyonce owns) & Columbia Records the planning for the release of this ‘visual album’ has been months of hard work that they will receive no public accolades for……..they’ve done an amazing job though!
While Queen Bey sticks to the script and says that she just decided to release this album last night, there are conference rooms full of interns, marketers, publicists, bloggers, web & graphic designers, videographers, photographers, attorneys, accountants, etc. celebrating the success of all the behind the scenes work they put in to help make Beyonce the most mentioned name on the internet today. Great job!!!!
Update: After finishing this piece, I saw that Billboard had released a story chronicling the marketing plan behind Beyoncé’s latest album release. To read more about the work that went into releasing such an impactful body of music, check out the Billboard article here: http://goo.gl/LCymK1