A Marketing Genius: Lemonade, Not Tea


Lemonade1It has always been a known fact that rapper and business mogul Jay-Z is a mastermind and a marketing genius. However, now, after watching how Beyonce’ cleverly marketed her album Lemonade, it’s obvious that the Grammy Award winning artist and her husband are two of a kind.

Just look at Beyonce’s performance at the Super Bowl 50 Halftime Show. She sang Formation – off of the Lemonade album — in such a way that it blew our minds. She addressed the social injustice in our communities at one of the most viewed television programs in television history. Her performance drew discussion and caused our minds to wonder just before announcing her impending album. It triggered so much of a stir that even certain groups alleged that her single was not only a form of hate speech but also a shot at policemen. Later, she responded, “anyone who perceives my message as anti-police is completely mistaken.”

pepsi-super-bowl-50-halftime-show Beyonce then teased a secret project, which everyone knew was her album, last weekend when she posted a short preview of the HBO Special. Queen Bey did it again, teasing and seducing her audience with tidbits of her work while building our imaginations.

Lemonade premiered this past Saturday (April 23) and the visual album was a reflective narrative about a relationship that had been scarred by betrayal and disloyalty – a raw and heavy piece that revealed a multitude of Beyoncé’s multifaceted talents. It brought on speculations of her husband’s infidelity and several other accusations.

CNN wrote: ever since Beyonce’ dropped her “Lemonade” album, fans have been obsessed with one of her lyrics. In the song “Sorry,” the superstar sings about infidelity and muses “He only want me when I’m not there / He better call Becky with the good hair.”

The Internet shattered after everyone suspected that the other woman was Rachel Roy, a longtime friend of Beyonce’s husband, Jay Z and the ex-wife of the rapper’s former business partner, Damon Dash when she made a comment about the lyrics. She posted a photo of herself and some friends with the caption “Good hair don’t care, but we will take good lighting, for selfies, or self-truths, always. live in the light #nodramaqueens” hours after “Lemonade” premiered. She later said that the post was meant for fun.

Although Beyoncé’s work is viewed by some as an album slandering long-time husband Jay-Z, father or black men, I believe that her album release was so strategic and so thought-provoking that people misunderstood the point.

As you notice, she teased our minds every step of the way leading us to guess what the next hottest Beyonce’ album would look like. She additionally dropped some important messages about social injustices in our communities against blacks and women.

Beyonce’ said in an interview with Elle: “I mean, I’m an artist and I think the most powerful art is usually misunderstood.” 

Lemonade is a creative expression from her perspective of relationships and everyday social issues put out to make our wheels turn, which is what we’re all doing. She made the creative work of art for every woman who has ever been through happiness, pain and the struggle but still prevailed.  She’ll be the topic of conversation for the next year.

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