cowboy carter I'm coming to New York. Beyoncé revealed the cover art for her next album on Tuesday to announce its release next week, causing a stir around the world. After the news broke, text from Beyoncé's announcement was projected on the Guggenheim Museum's facade Wednesday evening. “This is not a country album. This is a 'Beyoncé' album.”
Guerrilla marketing includes cowboy carter Through Thursday night, the exteriors of other New York art institutions will be covered, including the New Museum, the Whitney Museum of American Art and the Museum of Arts and Design.
The museum doesn't appear to be involved in the stunt, but it also didn't object.
A Guggenheim statement shared with Artnet News said, “Guggenheim was not informed of or authorized this activity. However, we would like to reassure the public, including Beyoncé and her devoted fans, that May We invite you to visit the museum from the 16th to the 20th, when we will display a projection by artist Jenny Holzer on the facade of our iconic building to commemorate the opening of her major exhibition. On Thursday morning, the Guggenheim Museum shared a piece by Franz Marc. three horses drinking water (1910) in an Instagram post with the caption Beyoncé's new single “Texas Hold'em.”
The Whitney took advantage of the free publicity as well in an official statement, saying, “We wish Beyoncé every success with her album and look forward to seeing her at the Whitney Biennial soon.”
Beyoncé directed fans to the Guggenheim Museum in an Instagram Story Wednesday night, which simply highlighted the museum on a map, sending her BeyHive into a frenzy. variety report.but hyperallergenic It also questioned whether the pop star should have used the Guggenheim Museum as a publicity platform, given its history of being used as a venue for activism around workers' rights and World AIDS Day. Some may wonder why Beyoncé specifically chose to debut her campaign at the Guggenheim Museum. Perhaps it was simply because the iconic Frank Lloyd Wright architecture offered an aesthetically beautiful blank page.
Beyoncé's team has not yet responded to questions about the campaign. She's not the first musician to project an album ad around town, but her unique decision to shine a spotlight on museums has led to a number of other projects, including dressing up as Frida Kahlo and filming a music video for Halloween in 2014. This coincides with our ever-increasing connection to the art world. She was at the Louvre in 2018.
beyonce's cowboy carter album cover. Photo via Instagram.
cowboy carteralso known as second actis set to be released on March 29th and will mark Beyoncé's full-length foray into country music following her 2016 track “Daddy Lessons.” lemonade. “Due to the criticism she faced during her first foray into this genre, she was forced to overcome the limitations placed on herself,” she wrote on Instagram announcing the album. I wrote it in a post. “second act This is the result of challenging myself and taking the time to bend and fuse genres to create this body of work. ”
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