This is my cross media case study on Beyonce

1. CROSS MEDIA CASE STUDY
Beyoncé

2. Background
• Beyoncé Giselle Knowles-Carter was born on 4th September 1981
• She is an American singer
• Born and raised in Houston, Texas
• Beyoncé performed in many singing and dancing competitions as a child
• She rose to fame in the late 1990s as lead singer of the R&B girl group – Destiny’s
Child- which became one of the best selling girl groups of all time
• Beyoncé released her debut album, Dangerously in Love(2003)
• As a solo artist she has sold over 15 million albums in the US and 118 million
records worldwide and 60 million with Destiny’s Child
• Has released 5 studio albums,2 extended plays,4 live albums and 2 compilation
albums,48 singles and 6 promotional singles
• One of the best selling music artists of all time
• She has won 17 Grammy awards

3. Website HOMEPAGE
The typography is used for her
new album
The main homepage of website shows personal
pictures that Beyonce has uploaded
Fans can see when she
is touring near them
and how to buy tickets
to see her perform
This link allow fans to buy and listen to
music of hers, this helps promote her
new music and keeps her noticed
Anything related to
her that anyone
wants to know can
be search on her
website
Her new perfume that she brings out
can be shown and advertised on here
Her merchandise can be
brought on her, this benefits
fans who cant access her
tours worldwide or who
don't have enough money to
see her live to purchase it.
This means all fans can have
similar experiences

4. Website Evaluation
On the website , they are pictures of Beyonce and her family this creates a personal and calm feel for the
fans. However the colour scheme of black and white is unusual for a Pop artist where as it is usual full of
bright and bold colour however I believe this to create less focus on her name and more of who she is by
sharing the photos of herself and others to show who she really is. This is also supported by that in the press
she is a very private person and she is allowing the public and fans to dwell in to her privacy.
In addition the graphology of the website is simple and tidy which gives a
fresh and current look to the website keeping it up to date.Also the use
of the other links you can access on the website give further
opportunities for fans to interact and know details about Beyonce.
Furthermore the website supports her latest album that was released
late last year called, ‘Beyonce’ and the typography for the album is
exactly the same for the header of the website and the links.

5. Social media pages
These are 3 social media websites that Beyonce
officially uses to stay in connection with her fans and
the public. The same icon picture for her twitter and
facebook is her latest album but also keeps the
branding linked for her.
Also this allows her target audience young females and
teenagers who constantly uses social media websites to
see what she is doing and so Beyonce can connect with
her fans which is vital to her popularity and fame.

6. Album Artwork This is her most recent album called, ‘Beyonce’ is was released on
13th December 2013, the tackles themes such as feminism, explicit
deceptions of sex, the joys of motherhood and post-maternity
relationship problems. Also included alongside the normal main
album was a ‘exclusive visual album’ it illustrates the musical
concepts she conceived during the production. The album songs
also include short non-linear films that accompany them.
In this new album compared to her other old albums that
have been just as successful all of them have included her
on the front cover, which in the Pop genre is a code and
convention. However this one it is just her name which is
the title of the album on the front cover., her fans base is
so strong and just by her name people know who she is.

7. Album Promotion Beyonce released her new album with 14 songs and 17
Album promotion
videos with no promotion at all and this her fifth solo album.
She said in an interview about the silent release of her album
:"I didn’t want to release my music the way I’ve done it, I am
bored with that. I feel like I am able to speak directly to my
fans. There’s so much that gets between the music, the artist
and the fans. I felt like I didn’t want anybody to give the
message when my record is coming out. I just want this to
come out when it’s ready and from me to my fans”.
•After the release of the album, advertising and promotions
kicked off from: ITunes, merchandise, videos being released
and more
•She did a tour with her old album again but with exclusive
songs from the album also, ‘The Mrs Carter Show World Tour
2014’ this created a buzz for the new album
•Also she went on a joint tour, 'On the Run Tour’ with her
husband and rapper Jay-Z. This created interest in her from
fans of Jay-z also because she was also going to be
performing as a solo artists at the tour

8. Music video Music Video
In the first minute of the video beginning the title of the song,
‘Drunk in Love’ appears in the same typography with a black
background and white text this makes the connection already
between the song and that it is included on that album, so
when the viewer is watching this they know the song is from
that album. The simple uses of black and white as the style for
the video adds a sexy feel to the video and the mise en scene of
the video also amplifies this, Beyonce is dressed in a black bikini
with see through mesh covering her. In addition this can be
related to voyeurism as she is being portrayed as something to
look at in a sexual way, so men will also watch the video but
girls will look up to her for her beauty.
Also the visual album artwork that Beyonce did for the album,
one of the photos is taken from this video and again the viewer
can make a connection. Furthermore the dancing include in the
video from Beyonce is a genre characteristic of Pop and this
goes with the up beat tempo of the music. Moreover the lyrics,
'ride it with my surfboard, surfboard, surfboard ’ connect to the
visual of the video when she is on the beach on her hand and
knees dancing in the water.

9. The relationship between lyrics and visuals in this video
can be seen with Jay-Z holding a wine glass in his hand
which shows he is drinking and refers to the title of the
song ‘drunk in love’ because he is Beyonce’s husband
and have had a long term loving relationship. Also in the
poster for their joint, ‘On the Run Tour’ it is taken in
black and white yet again making another tie together
for the album and song.
In addition when Beyonce and Jay –Z are both in the
video the lyrics when this are shown are, ‘ I want your
body right here, daddy I want you, right now’
referencing them to Jay-Z both it also relates to the
song, ‘drunk in love’ that when she is drunk that what
she wants. It again illustrates voyeurism as the way she
is dressed also in a small black see through outfit.

10. cCoonncclluussiioonn
Throughout the advertising and promotion for Beyonce this
year it ties together through her name. The typography from
her website of her name in simple white text on a white
background is her branding at the moment and this I seen all
across, from her website to her music videos. This is done
because she is a worldwide pop star and is a household
everyone knows who is she because her career has lead her to
be around for so long.
However her target audience of teenagers and young females is still the
focus point because the content of her music videos and the use of
social media websites. The also recent support of her husband Jay-Z is
noticeable in her media presence since the birth of her child and maybe
to even grow a bigger fan base with new type of music she is
releasing/producing.