Beyoncé is, as they say, having a moment.
You don’t have to be an avid social media user to have noticed that online, all things are currently Queen Bey.
Two weeks ago the singer announced on Instagram that she and her husband are expecting twins. To date the striking photograph has amassed nearly 10.5 million ‘likes’ and plenty of media and online attention. Between the press articles, “Beyoncé pregnancy” memes and Z-list celebrity re-enactments of the shot, Donald Trump’s barely getting a look-in.
If it were possible, the number of column inches grew further following not only her epic performance at last weekend’s Grammy’s, but also due to Adele’s acceptance speech for “Album of the Year” which was largely centred around why Beyoncé Knowles-Carter should actually have won and included the Brit snapping the award in half to give to her.
When you’ve got another of the world’s biggest pop stars doing your PR for you, you’ve pretty much won the fame game. Back in 2008 Beyoncé announced that she wanted to become “iconic” – and it looks like she’s well on the way to achieving this status.
But how has she got there? How is she different to Kelly Rowland, Michelle Williams (or the even lesser known band members LaTavia Roberson, LeToya Luckett and Farrah Franklin) who comprised the singer’s springboard band, Destiny’s Child?
With fame and success there is always an element of “right place, right time” – as Beyoncé herself has acknowledged in interviews, hard work and determination alone are not enough – but we think that the real reason that she’s currently riding so high is because of the strength of her brand. To paraphrase her husband, she’s not a businesswoman – she’s a business, woman.
Her husband, high-profile rapper Jay-Z, is likely one of the biggest elements of the success of “Brand Beyoncé”. A true power-couple in every sense of the phrase, Mr & Mrs Carter are the definition of “the whole is greater than the sum of its parts”.
Knowles-Carter has remained achingly relevant. Creating catchy pop songs and diva anthems alike – infused with rap, hip hop and urban culture, appealing to a wide audience without diluting her music or brand.
She is also increasingly using her art as a platform for activism – her 2016 album, Lemonade, provides commentary on (both visually and in its lyrics) the aftermath of Hurricane Katrina in New Orleans and the experience of black women; and her performance at the 2016 Superbowl was very much in support of the #blacklivesmatter campaign, with backing singers wearing Black Panther berets and ending with a Black Power salute. Agree or disagree with her politics, it doesn’t matter – Beyoncé is keeping herself and the causes in the headlines.
A mistress of surprise and intrigue, the out-of-the-blue drop of the Lemonade album was a massive bombshell in the music industry, and back in 2008 the world was introduced to Sasha Fierce. Whilst Beyoncé isn’t the first star to come up with a fully-functioning alter-ego, or release an unannounced album, it’s these kinds of twists and turns that keep people talking about, and buying into, her brand.
And of course, you’re no-one these days if you haven’t got a #tribe. Beyoncé’s fan base is called the Beyhive. An army of online followers who “like” every post, status and photo, create their own fan content and viciously defend their queen should anyone dare to “throw shade”. Having such a large and active fan base means that Beyoncé’s output and the reactions to it are amplified across the internet and social media channels.
Finally, Beyoncé knows how to use social media – even though she hardly ever actually uses it. She hangs out where her fans hang out (mainly Instagram). She doesn’t post constant banal updates of her life, therefore when she does put something out there its meaningful and gets a lot of attention. She uses strong and unique imagery (ref: that pregnancy announcement photo) which is hard to copy without it being obvious that Beyoncé is the inspiration.
So, are you feeling inspired? How could you make your brand a little more “Beyoncé”? If you’d like to find out more about giving your brand the superstar treatment, get in touch with us today: https://www.lexiaagency.co.uk/contact-us/
- Posted by Rachel Forcella
- On 15th February 2017
- 0 Comments