That the album is available on the day the world is learning about its release is an unprecedented strategic move by the artist to deliver music and visual content directly to her fans when she wants to and how she wants to, with no filter. This unique approach allows music fans to be the first to listen, view, engage and form their own opinions void of any middleman. In the age of social media and an insatiable appetite for direct communication, this is the answer to the question asked over and over again, when is Beyoncé’s next album coming?
“ I didn't want to release my music the way I've done it,” she states. “I am bored with that. I feel like I am able to speak directly to my fans. There’s so much that gets between the music, the artist and the fans. I felt like I didn’t want anybody to give the message when my record is coming out. I just want this to come out when it’s ready and from me to my fans.” Stripped of gimmicks, teasers and marketing campaigns, this project is truly about art before hype.