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Beyoncé’s masterful release of Lemonade is worth investigating. She unveiled the album with a one hour “visual album" on HBO (w/ over 700k viewing live), which coincided with a 24 hour exclusive release on Tidal. She maintained total secrecy, despite a huge number of collaborations ranging from Jack White to Diplo. The album is intense and personal; it is as much a feat in storytelling as it is in songwriting. It dominated discussions all week; critics are in awe and the internet is on a rampage to find and destroy “Becky with the good hair.” This is Beyoncé at her peak and on her terms, her command over the music industry is a marvel to watch.
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With Coachella behind us, let’s take a look at how a few brands leveraged the immense popularity of the desert festival. AMEX managed to make finance cool by giving cardmembers exclusive deals and implementing cutting edge cashless tech across the festival. Cupcake Vineyards offered $1 Prosecco to anyone who posted a photo on social media w/ their hashtag. Most successful perhaps, given fashion’s dominant role in festival lifestyle, was H&M, who now have their own line of Coachella-themed apparel.
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Speaking of Coachella, the LA Times breaks down the $700 million economic impact of the festival. That’s 99,000 paying attendees over two weekends, each one needs a place to stay, food to eat, etc. Check it out here.
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El Capitán stopped by the office yesterday to flow.
Keep an eye out for these guys.
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See ya next week...
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