However, right now we’re not going to discuss the music, or the concept of a “visual album” or how Beyonce’s hair is “OMG SO PERF. I JUST WANT TO BE HER. UGH.” as 23,000 twitter users have posted in the last twelve hours. No, we’re going to discuss the ramifications of how a product can become a resounding success with literally no lead-up or advertising.

In this instance, we are referring to Beyonce as a brand, in addition to an individual. With a single post on Facebook, this brand flexed social media muscles that most can only dream of. They don’t need to dedicate any money to advertising this album because the rest of the world is doing it for her. Without any critical review or coming attractions, the album has been labeled as “good” and “worth sharing” by default. This is because, as a brand, Beyonce has released quality, popular bodies of work. As well, Beyonce has cultivated a likeable, personable offstage personality, accentuated by her marriage to rap star Jay-Z and birth of her daughter Blue Ivy. In addition, she has remained in the public eye over the last decade, from her time in Destiny’s Child, to her solo career, up until her recent “photobomb”.

Incidentally, not a photobomb, rather a request, but you get the point. Beyonce is well-liked, highly followable, and is a strong thought leader, which allows her the social clout and discussability to create a media storm without the need for advertising or singles or anything else that goes along with normal music releases. This is power on an extraordinary level, and we who advertise are extraordinarily jealous.

What Sparks Our Fire: The biggest positive media firestorm in recent history, caused by a quality brand suddenly releasing what is sure to be a critically acclaimed revolutionary product. It’s what we like to see in brand management.

Why do you think Beyonce has this sort of power?