Rollout Roundup Deep Dive: How Beyoncé Elevated the Post-Release Marketing Game with "Lemonade"
Introducing Deep Dive, where we dissect the best marketing of artists, projects, and eras in recent history. On the 5 year anniversary of Lemonade, we discuss the art of post-release marketing.
“Changed the game with that digital drop, I stop the world”
You sure do, Queen Bey.
The greatest entertainer of all time is known for her world-stopping releases, but what we often don’t discuss here on Rollout Roundup is the art of promoting your project after it’s release. This is an art that Beyoncé practically invented. She gave us a masterclass with Lemonade, let’s break it down.
Visuals
A visual album. Wow. She really invented that.
Live Performances
Now a Beyoncé performance is always sure to make history. But the performances she gave us around Lemonade are still discusses on the internet on a daily basis. From her Grammy performance, widely regarded as the best performance the Grammy Awards have ever seen, to her iconic Tidal performance of “All Night”, to Beychella, to the Homecoming movie, Bey’s live renditions of Lemonade are the gifts that keep on giving.
An Era. A Storyline.
The tandem release between her and her husband, who also raps and released his own project titled “4:44” at nearly the same time, created not only a conversation around Lemonade, but around their struggle with his infidelity and their personal family matters as a whole. The famous “let me alone, Becky!” line by Jay-Z made its way well onto to OTR 2 tour. We would even go so far as to say that EVERYTHING IS LOVE was a continuation of the story of Lemonade, one where she holds tightly onto the “All Night” segment, steps into her forgiveness, and brings HOV back into her light completely.
I can say with all certainty, Beyoncé created something timeless with Lemonade.