They did it again.
Jay Z and Beyonce have excellently executed a brilliant work of art and imagery for the world to witness.
This isn’t the first time, yet it’s interesting to see how some people seem to think that it is.
Both Jay Z and Beyonce are strong artists in their genres and make a great team when performing together. They compliment and elevate each other flawlessly, on stage and off. They are #goals… in my personal opinion. You may disagree, but I won’t care.
I sat in my rented condo in South Beach, Miami recently, and I listened to “pop culture subject matter experts” on a popular day time television show, speak of how Everything Is Love was everything from a visual reenactment of Jay Z and Beyonce’s past marital issues, and proof that Beyonce doesn’t need Jay Z and she should have released another solo project instead, to how neither of them have been on tour in years. Clearly these three show hosts had very short memories, and an unknowledgeable show producer, because both Jay Z and Beyonce have had very successful individual tours just in the last two years. Beyonce toured for Lemonade throughout 2016 and Jay Z toured for 4:44 in 2017. It’s 2018 and they are now touring together for OTRII, which they began prior to the release of Everything Is Love. Again, I don’t know who the producer of this show was, but they haven’t been fact checking very well. In an interview with the New York Times (November 2017), Jay Z stated that he and Beyonce had worked on a joint project together and decided to delay the release of it until after their individual projects were released.
News Flash: Everything Is Love IS that joint project.
There are levels to this.
Beyonce and Jay Z marketed the release of their joint project subliminally and strategically. They are relevant enough and have the longevity to do so, while not disappointing their fans in the process by keeping new music releases on the low. To new artists who see the success of this approach to releasing music, I say, do not try this at home. As a new artist, you must first build a loyal fan base of consistently paying customers before you can “surprise” them with new music or impromptu free performances (such as J. Cole and Bruno Mars). There’s levels to this. By skipping ahead to what you see more established artists doing without putting in the same type of work to build a strong foundation for yourself, you are risking more than necessary.
There are many things that can be learned about social media marketing, cinematography and performance value from Beyonce and Jay Z for those who are paying attention and seeking the knowledge. They are methodical and have mastered the fine art of “don’t talk about it, be about” in a very impressive and entertaining fashion. They are a well written dissertation in motion, particularly for those who have the desire to advance in entertainment and music careers. If studied, the levels they elevate to can give you a degree that no university can offer.
I’m excited to see what The Carters will give us next.
In the meantime, everything is love.