Beyoncé Takes New Tact To Build Buzz For 4

by (@unclegrambo)

Any way you slice it, Beyoncé‘s camp has been plagued with turmoil in the months leading up to and following the release of her fourth LP, 4. Before the record even dropped, rumors about the label’s unhappiness with the finished product swirled, Queen B was accused of plagiarising her widely-lauded Billboard Music Awards performance, and she endured a messy split with her manager (and father), Matthew Knowles. Then 4 came out and sold only moderately well when compared to the past performance of her other blockbuster albums, something that it has never really recovered from. Neither of the album’s first two singles, “Run The World (Girls)” or “Best Thing I Never Had,” have been able to grab the cultural zeitgeist, and while the album has been certified platinum by the RIAA for shipping over one million units to retail stores, the album’s actual Stateside sales have yet to approach that magical million mark. So, the question remains: What other levels do Beyoncé and her team have left to pull to make this album a quote-unquote “success”?

Well, it seems that their answer is to build the buzz around the strength of the entire album, not just the singles. Beyoncé just announced that she’ll be doing a four-night residency at New York City’s Roseland Ballroom next week, a run in which she’ll be performing her latest album in its entirety. 4 Intimate Nights With Beyoncé will be just that; while Bey usually performs in arenas that hold 20,000 or more people, Roseland’s maximum capacity is just 3,200 peeps, which will make the show the hottest ticket in this town since Kanye West performed My Dark Twisted Fantasy to an audience of just 1,100 at the Bowery Ballroom back in November.

So, will it work? Tough to say! To her credit, Beyoncé is widely regarded for her electrifying live performances; just two months ago, we named her Glastonbury set as that festival’s best. And by gathering the East Coast media world’s biggest tastemakers all in one room over a series of four nights, you can be assured that her album will get a fresh look from critics and a lot of ink devoted to it. As for whether or not that will translate into sales, though, only time will tell!

Beyonc? to Perform Four Intimate Shows in NYC [BET]

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