Guggenheim Museum representative denies authorization for Beyoncé album promotion projected on their building
The Unapproved Beyoncé Album Promotion at Guggenheim Museum
Beyoncé fans were thrilled to witness a sneak peek of her upcoming album, “Cowboy Carter,” projected onto the iconic Guggenheim Museum in New York City just days before its highly anticipated March 29 release.
The excitement quickly turned to controversy as it was revealed that the museum had not authorized the eye-catching display.
According to museum representatives, similar unauthorized projections were spotted on various other cultural institutions in the city, such as the Whitney Museum, New Museum, and the Museum of Art and Design.
The Museum’s Response
Museum representatives expressed their stance in a statement shared with ARTnews, stating, “We did not authorize this activation on our premises. The Guggenheim staff was not informed about nor did they approve of this campaign.”
The projection featured a bold message proclaiming, “This ain’t a country album. This is a ‘Beyoncé’ album,” along with the album’s title and release date, adding fuel to the excitement surrounding the album.
Beyoncé further stoked fan enthusiasm by posting a sneak peek of the Guggenheim projection on her Instagram Story, garnering even more attention to the unauthorized marketing stunt.
Referencing Beyoncé’s new song, “Texas Hold ‘Em,” the Guggenheim cleverly posted a piece of art on Instagram and playfully captioned it with a nod to the lyrics from the song, leading to increased online buzz.
As the discussion around the album intensified, Beyoncé shared the official album cover for Cowboy Carter on her social media platforms, shedding light on the creative process and inspiration behind the music.
Reflecting on the album’s journey, Beyoncé expressed her gratitude, “I feel honored to be the first Black woman with the number one single on the Hot Country Songs chart… My hope is that years from now, the mention of an artist’s race, as it relates to releasing genres of music, will be irrelevant.”
Behind the Scenes of “Cowboy Carter”
Detailing the album’s creation, Beyoncé disclosed, “This album has been over five years in the making. It was born out of an experience where I did not feel welcomed…and it was very clear that I wasn’t.” She further emphasized the importance of unity through music and celebrating diverse voices in the industry.
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