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Beyoncé goes visual… Surprise release this morning from the intriguing and beguiling Mrs. Carter. Described as a visual experience, each of the 14 new tracks has a video attached to it. Features guest spots from Jay-Z, Drake, Frank Ocean, Nigerian writer Chimamanda Ngozi Adichie and her daughter Blue Ivy. Beyoncé sets it all up in a press release, "I see music. It’s more than just what I hear. 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. And they’re all connected to the music.“ The list of video directors is similarly broad in range: everyone from Hype Williams to Terry Richardson to Twitter mini-celeb and seapunk originator @LILINTERNET is on there. The album’s also not padded with ads or promos — she just alerted fans via social media. But visual is the primary takeaway here. The pop diva astutely redefines music promotion and distribution for the socialized audience that craves more videos and imagery. Not only will fans and the industry take notice, but marketers and brands in every category of business will think a little harder about visual content and making the right and relevant impression. Surprise, surprise…
