BEYONCE'S LEMONADE IS A MASTERCLASS IN ONLINE PR
A word to sum up this week online? LEMONADE. I actually haven’t listened to it yet (I know!) - mainly because I’m a pretty loyal Spotify user and they don’t have it. ‘Get the free trial!’ I hear you cry… but I was stung on Apple Music when I forgot to cancel it after the 1989 trial listening fiasco and I am not going through all that again. Anyway - without having listened to it, I’ve still been able to follow the hot topics, going to show that media advertising is overtaking the music somewhat.
The Internet, and particularly social media, has completely changed how a lot of PR works. These days it’s all about making your hashtags shareable and drawing consumers in to make your content 'go viral’. With LEMONADE this feels particularly true - rather than your more traditional model where brands, record labels etc. push discussion of their latest offering through adverts, trying to get news outlets to pick it up, so that people will be talking about it, in this case we see people talking about it first, creating so much chatter online that the discussion itself is reported on.