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Salvatore Taormina
April 1, 2015
Professor White Beyonce Case

Beyonce and Parkwood Entertainment really outdid themselves by releasing the surprise album Beyonce. The fifth studio album from the music icon was released on December 13, 2013 by her own music label Parkwood Entertainment and Columbia Records.The digital download only was well worth the gamble as sales were well beyond projections. With gambling comes risk, risk including pissing of the distributors, not being able to advertize the album, and technical glitches. The retailers that put her album in the stores may refuse to put her album in the stores if it is digitally released first. Accordint to Callahan-Longo of Parkwood he states “ We know the retailers are going to be upset, Target drew the line in the sand with Frank Ocean’s album and they may do it with us too”. Second was the advertizing campaign that virtually didn’t exist. Parkwood couldn’t call up television, radio, and magazines, because the album was kept a secret. Not being able to carefully schedule singles to drive interest in the album before it came out was a huge disadvantage. Finally Beyonce was going into unknown territory. The technical glitches were a legitimate concern because no one knows exactly what the fan experience will be, because it’s all new.

Beyonce’s album launch was very different from the more traditional music release because you could only buy the album digitally with a video attached to each song. The traditional music release includes advertisement and promotion. This is a very important aspect prior to an album release because it creates awareness. For example in the months leading up to the album’s release artist can be featured in magazines, radios and videos.
Releasing singles prior to the album is another traditional method artists use to create awareness for their upcoming release. When and

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