Photo-Illustration: Vulture/Getty Images In the launch episode of Vulture’s new culture podcast Into It, host Sam Sanders kicks things off in appropriately momentous fashion by having a discussion about the business of Beyoncé with music journalist Danyel Smith, former editor of Vibe and Billboard and host of the podcast Black Girl Songbook. Here’s Sam, from the episode:
And it was such a co-sign, if you really think about it, of social media. It was a star of her stature basically saying, “This is where my fans are. This is where the conversation is. This is where the real and new marketing is happening now.” This was back when Beyoncé had only 8 million followers. She has about 270 million now. But she knew, she and her team knew, that this is where Beyoncé fans lived, and she went right to where they were.
“I’m going to make a video for every single song, and I’m going to put it all out the same day. I’m not going to parse it out for you. I’m not. I’m going to smother and suffocate y’all with my stuff. You just loved it for the audacity as much as you loved it for the art.” Yes. There used to be so much more control from the labels. People used to sit up in marketing meetings, a room full of 15, 20, 30 people listening to a song from a Beyoncé-like artist, and just go around conference tables and decide what the single was. That literally just doesn’t happen anymore, and Beyoncé’s a huge part of that.
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