In my day job as an advertising copywriter, it’s common to be tasked with crafting a brand identity for a company that describes itself as “authentic.” It’s a challenging oxymoron – write something rooted in sincerity and hard-won truths, that captures the way real people actually think and talk, for the express purpose of making charts on quarterly reports look different. Yet, as the marketing strategy behind Beyoncé Knowles’ fifth album has proved, this result is not only achievable, but can be responsible for some of the most dynamic, successful, and believable branding in this unrelentingly noisy day and age.
Of course, the strategy behind Beyoncé was to make it look like there was no strategy – the album dropped on December 13 with no advance notice. (When considering it was produced by dozens of people and included a 17-track “video album” featuring elaborate mini-movies shot all around the world, it’s a minor miracle that nobody leaked anything about it.) Even more so than David Bowie’s The Next Day, which pulled a similar trick last March, Beyoncé‘s surprise party approach came readymade with compelling implications – the 21st century artist not playing by outdated rules, the pop star who still believes in shared cultural moments, the independent woman who will only put herself out there when she damn well feels like it. But there’s only so much marketing can do. If Bounty paper towels weren’t all thick and fluffy, none of us would know about “the quicker picker upper.” Luckily for her marketing team (and us listeners), Beyoncé is Knowles’ best work.
A decade into her solo career, Knowles could easily be following the Whitney Houston blueprint – spend your twenties gathering cred as pop’s most dynamic vocalist, then use that momentum to propel you into the adult contemporary stratosphere – but instead, she uses Beyoncé to paint herself as a three-dimensional human being, who feels deliriously in love, discovers how deeply erotic monogamy can be, looks back at her younger self with pride and tenderness, and feels that glorious sense of emotional and financial self-sufficiency that can only come in your thirties.
Everything about the album’s production lends legitimacy to this expression-first mentality; songs regularly break the five- and six-minute mark as Knowles luxuriates in extended segues. Guest spots are limited to the artist’s husband and vocalists who are synonymous with confessional pop. The most instantly infectious track on the collection is “Grown Woman” – an Afro-pop-tinged barnburner that could be our generation’s “Wanna Be Startin’ Something” – and it doesn’t even appear on the audio disc.
And along with her murderer’s row of producers (Pharrell, Timbaland, Noah “40” Shebib, Justin Timberlake, etc.), Knowles explores the nooks and crannies of her genre with the same fluid confidence as her songwriting, making stylistic choices that not only keep things fresh, but also deepen the narrative. For instance, maybe it’s a coincidence that “Rocket” pays homage to the devastatingly sultry D’Angelo classic “Untitled (How Does It Feel)” – a song that was recorded in 1999, the year of Destiny’s Child’s stratospheric rise – but Beyoncé‘s breezily autobiographical aura makes me think otherwise.
At a time when it’s easier than ever for people to promote themselves, Knowles (and her marketing team) decided to ignore all of that and let the music do the talking. The result is an album that taps into the feeling you get when you buy a house, or move to another state, or realize you want your spouse just as badly as ever – I’m a grown-up, and I can do whatever I want.