No artiste in the world had a better decade than Beyoncé. When we look back at the past decade in music, we see a number of recurring trends emerge.
Social media blew up, lines blurred between genres, the way music was released became completely unpredictable and artists took more control of every aspect of their business and identity, all while fans, bands and critics questioned whether full albums even matter anymore.
And while countless musicians were part of this collective narrative, few dominated or helped guide these new directions and conversations as powerfully as Beyoncé
For her 39th birthday, we’re going to look at the 5 (among many) ways the singer, songwriter, producer and businesswoman Beyoncé elevated her own career while helping to drive and define the 2010s.
The story begins with a moment that unfolded in the early morning hours of December 13, 2013, when Beyoncé suddenly, without warning, dropped her self-titled album online, in the iTunes store…
1. Surprise drops
The release of BEYONCE without prior notice or promotion set the standard for the surprise drop in the years to come. According to music journalist Rob Hilton, The surprise drop, it’s fairly common now, especially with hip-hop releases. But no one really quite saw the potential until she dropped Beyoncé.”
“I think of a band like Radiohead that played around with it a little bit. But they gave at least a few days notice when their last few records were going to come out. And how on earth [Beyoncé] kept this whole thing a secret is another big mystery.”
Beyoncé had that much faith in her fanbase… That if she dropped something and they saw it, they would buy it; whether or not there was a prior notice. She also knew that the BeyHive would blow up the internet and do the promotion for her.
And Queen Bey was not wrong. The self-titled album did big numbers on its first week and is still regarded as a turning point for Beyoncé’s sound, career, and overall identity.
2. Independent artistry
At the turn of the new decade, Beyoncé came up from under the management of her father, Matthew Knowles. Then, she began to forge her own path. Not only did she travel the world and listen to a wide range of music; she also tried her hand in videography, ultimately making the Lemonade visual album, Homecoming film and Black Is King.
Beyoncé completely levelled up, launching Parkwood Entertainment and becoming more rooted in her blackness and feminism; despite what the industry perceived would not sit well with many members of the public.
Music journalist Rodney Carmichael said, “I think another thing that’s interesting about Parkwood is it really reflects how much of a curator Beyoncé is. She’s able to build out this creative team of video directors, artistic directors; that are able to help her manifest these mission statements that she has.”
“I think that the really interesting thing is that you get to see how much of a collage artist and curator Beyoncé is in terms of her reach; how far and wide she goes to pool a lot of really disparate influences together into one seamless package.”
3. Social media
Another big reason Beyoncé was able to control her image and really blow things up with the surprise drop is because of how effectively she used social media. It’s something that lots of artists have found ways to use, but no one has been able to capitalize on it in this past decade in the ways she did.
Beyoncé became a role model for a new generation growing up with social media. Her ability to share moments that not only feel intimate but feel casual — playful moments with her children, for example, in a way that still never violates the ‘golden circle’ of her privacy.
4. Genre Blending
Genre blending is something Beyoncé has done her entire career. But Lemonade really doubled down on the genre-blending, starting with a country song called Daddy Lessons.
She really reminded us that she could do anything. Beyoncé reminds you that she has not lost her Houston roots. But before Daddy Lessons, we hear a crazy rock song featuring Jack White.
It wasn’t just her showing you that she can do anything. Beyoncé was showing that black people were at the root of all the major music genres; from rock to jazz to country to hip-hop. All these different sounds and ideas felt very unifying, like a melting pot of music.
5. Relevancy of Albums
Every one of Beyoncé’s albums is a complete work of art. Every single track is essential and they all fit together and they are dependent on one another.
In the words of music journalist Rodney Carmichael, “The fact that the Lemonade album inspired the level of discourse around it that required the creation of syllabi in honour of the album… by academics who research and breakdown pop culture; and Beyoncé’s references were so deep in this album.”
“You know there was just so much material that you could use to contextualize this music and [the accompanying] film project. When I think of her social media power, I don’t even think of Beyoncé on Tumblr or Instagram. I think of the way her music got people talking, and in really high minded ways, about pop music.”
