She is known as an Independent Woman, and when it comes to her music it seems Beyonce Knowles really does like to do things her own way. On Thursday, after almost a year of speculation over the release of her fifth album, the 32-year-old singer rush released her latest studio effort on iTunes with no promotion or prior warning to her fans. In a surprise and game-changing move, the album comes complete with seventeen videos already filmed for each track. In an accompanying statement, the 32-year-old entertainer spoke about her decision to create a what she is calling a 'visual album'. 'I see music. It’s more than just what I hear.' she revealed. 'When I’m connected to something, I immediately see a visual or a series of images that are tied to a feeling or an emotion, a memory from my childhood, thoughts about life, my dreams or my fantasies.
pics & videos after the cut....................And they’re all connected to the music.' The accompanying videos feature cameo appearances from the star's friends and family including husband Jay Z, baby daughter Blue Ivy, her mother and her Destiny's Child bandmates Kelly Rowland and Michelle Williams. Collaborations on the 'exclusive visual album' meanwhile include appearances from husband Jay Z, Kelly and Michelle, Frank Ocean, Pharrell Williams, Justin Timberlake, Drake and even her Blue Ivy. Interestingly, previously leaked tracks Grown Woman and Standing in the Sun did not make the final cut of the album. More traditional release campaigns recently demonstrated by the likes of Katy Perry, Lady Gaga and Britney Spears see months of hype, single releases and 'buzz' tracks released to radio stations.
There are also advertising campaigns, promotional trails including endless television appearances and performances at award shows. But Beyonce seems to have skipped all of that. Instead, the mother-of-one has been hard at work on her world tour The Mrs Carter Show, and joining her husband Jay Z on a special vegan diet until Christmas. However, the singer has clearly also been secretly beavering away in the studio finishing what will surely be considered as her most surprising effort to date.
A statement explained: 'That the album is available on the day the world is learning about its release is an unprecedented strategic move by the artist to deliver music and visual content directly to her fans when she wants to and how she wants to, with no filter.' 'I didn’t want to release my music the way I’ve done it,' Beyonce states. 'I am bored with that. I feel like I am able to speak directly to my fans.
'There’s so much that gets between the music, the artist and the fans.' 'I felt like I didn’t want anybody to give the message when my record is coming out. I just want this to come out when it’s ready and from me to my fans.'
The rush-release of the album also means that music critics will not have time to give their verdict, be it good or bad. Britney Spears has seen her latest effort Britney Jean suffer in the charts which can't have been helped by the scathing reviews it has received.
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