When Beyoncé gives you home-made Lemonade, you grab a glass and drink it up.
The world stopped what it was doing to hear Queen Bey preach race, slavery and infidelity when her album premiered on HBO last week.
I agree with pop star and TV presenter Jamelia when she says Beyoncé’s worked incredibly hard to earn her stripes in the industry and release tracks that’ll be heard not just for the beat and melody, but for their significant lyrics too.
But, Beyoncé’s message is at risk of being diluted as celebrity and showbiz websites jump on the ‘clickbait’ wagon posting stories that accuse women of being ‘Becky with the good hair.’ And every one of these articles cheapens, undermines and deflects from what matters most to Bey – driving change.
As co-founder of women’s movement Chime for Change, she’s calling on fans to stand against poverty, injustice and gender inequality by signing up to support Global Citizen – with the chance to win VIP tickets to her upcoming world tour as an added incentive.
Encouraging people to #StandinFormation to join a community that uses its voice to fight important issues that’ll make an impact on the direction taken by decision makers – be it on health, education or violence etc – the partnership proves she’s committed to giving back.
Just days after launching, the partnership’s been covered by The Observer, Billboard and Rolling Stone to name a few. Highly influential PR amidst the ongoing commentary (aka guesswork) on the meaning behind the album.
There are so many marketing and branding lessons we could glean from Beyoncé – but when it comes to how she cultivates and maintains her authenticity and influence there are no words and definitely no handbook. For her, it’s effortless.
Pioneering charity work at the height of her fame shows where her priorities lie and I’m excited to see how the partnership develops from 2 May 2016 – wearing my Ivy Park headband of course.