FE: Beyonce rodeo

Date Published: 2/15/2024

“Embrace your past, but live for now.” ~Beyoncé
Beyoncé's new album might be an act of defiance as well as a nod back to her roots in Texas.
She's the artist who mastered the surprise album drop back in 2013, and last night Beyoncé proved she can still catch us off-guard when, midway through the Super Bowl, she dropped two brand new tracks, announced details of her upcoming album, and revealed that she is heading in a whole new direction: country music.
The announcement came – in true Super Bowl style – via a big-budget commercial ad. The campaign, for Verizon, saw Beyoncé trying unsuccessfully to "break the internet" with various stunts, including announcing a Barbey movie and a presidential run–then ended with the singer saying: "OK, they ready. Drop the new music." Cue two new tracks, “Texas Hold 'Em” and “16 Carriages”, immediately appearing on streaming services, along with details of an album coming on 29 March.
In truth, the hardcore Beyhive have been suspecting a country album is on the way–thanks to several clues the singer has dropped. She turned up at the Grammys in a Western-inspired Louis Vuitton by Pharrell Williams look, complete with white cowboy hat. She also always said Renaissance was a three-act project – though never revealed exactly what each act would be.
Also, it’s not Beyoncé's first foray into country music. She experimented with the genre on Daddy Lessons, a track from her 2016 album Lemonade. In many ways, her full-on cowgirl era has felt a long time coming – and now it’s arrived, it feels like a welcome act of defiance, as she reclaims a genre some have suggested she doesn't belong in.
With more contemporary pop artists experimenting with country music, the genre looks ripe to enter an interesting new era, and we can expect Beyoncé's take to be characteristically groundbreaking, immersive and thoughtful–taking in not just country music, but Western and cowboy culture as a whole.
Fans are speculating that Renaissance Act II could be the second in a three-part project to reclaim musical genres that have their roots in black music – first dance music, then country and next–potentially–rock 'n' roll. For now though, it's time to saddle up and get ready for the Beyoncé rodeo.
‍Thanks again for reading and we welcome your comments.
Akasha Lin
Akasha Garnier for #TheWishwall
Author, Brand Expert, Filmmaker
#ShineThroughtheNoise
Photo: Getty, NYFW 2024
Article inspo: The Beyhive
Discover more gems: https://www.thewishwall.org/future-entrepreneurs
FE: Beyonce rodeo
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