It is not often that a PR person is awake at 6.28am let alone sending emails, so it was clear there was something afoot on Friday morning when a “For Immediate Release” announcement from Purple PR pinged into my inbox.
“Beyoncé available worldwide now,” the message read, before going on to detail the “visual album” that had seemingly appeared out of nowhere. “That the album is available on the day the world is learning about its release is an unprecedented strategic move,” the release added, clearly unaware that David Bowie had done pretty much the same thing with his “comeback single”, “Where Are We Now?”, in January. The PR spin? “Stripped of gimmicks, teasers and marketing, this project is truly about art before hype.” Yeah, right.