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Beyonce
Frazer Harrison/Getty Images
Promotions for Beyoncé’s next cowboy carter The album arrived in New York City museums on Wednesday night, almost a week before its long-awaited release.
Advertisements for the album, which is due out on March 29, were seen playing at several museums, including the Guggenheim Museum, the Whitney Museum, the New Museum and the Museum of Art and Design.
However, Guggenheim shared in a statement with ARTnews that the institution “was not informed and did not authorize this activation. However, we invite the public, including Beyoncé and her devoted fans, to visit the museum from May 16 to 20, when we will feature projections by artist Jenny Holzer on the façade of our iconic building to celebrate the opening of its major exhibition.”
The promotion displayed outside the Guggenheim Museum included the phrases “This is not a country album. This is a ‘Beyoncé’ album,” as well as the album title and release date. The lines reference the Grammy-winning singer’s Instagram post earlier this week, where she opened up about what led her to the creation of Act II: cowboy carter after previously not feeling “welcome” in the country music genre.
On Wednesday, Beyoncé hinted at promotions for the new album when she posted the coordinates of the Guggenheim Museum on her Instagram Story. The other museums reportedly had the cowboy carter Cover image projected on the exteriors of their buildings.
Fans quickly took to social media to share photos of the announcements, which Guggenheim also acknowledged early Thursday morning by sharing a post on her official Instagram account and adding, “Hi @beyonce! (bee emoji).”
Some fans also speculated that the album’s screening outside the Guggenheim Museum was related to its ongoing exhibition titled “Going dark: the contemporary figure on the edge of visibility”, which features “more than 100 works by a group of 28 artists, most of them black and more than half women.”
Earlier this week, another famous New York building: the empire state building – also noted that he was ready to cowboy carter responding to Beyoncé’s social media promotion with a Photoshopped cowboy hat atop the Empire State Building.
Act II: cowboy carter is a follow-up to their 2022 record-breaking album Renaissance.