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Yesterday afternoon, Beyoncé posted a story on her Instagram profile showing an image of the coordinates of the Guggenheim Museum in New York City. Photos circulating online showed a projection on the facade of the building promoting the upcoming release of “Act 2: Cowboy Carter” and featuring a quote from the singer’s post earlier this week: “This is not a country album. “This is a ‘Beyoncé’ album.”
Only, the Guggenheim claims it didn’t know Beyoncé would use the museum to promote the project. “The Guggenheim was not informed or authorized this activation,” Guggenheim representatives shared in a statement to Variety. “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.” .
Some fans flocked to the site and posted images of a blank building façade on social media, suggesting there was no screening. Others claimed that it was screened for a brief moment or that images of the screening circulating online were altered to include the text. To make matters more confusing, this morning Guggenheim referenced Beyoncé on Instagram, posting an image of Franz Marc’s 1910 painting “Three Drinking Horses” along with the caption “This is not Texas,” referring to the opening lines of the Beyoncé graphic. leading the new single “Texas Hold ‘Em.”
Requests for comment to Beyoncé’s representatives went unanswered.
Beyoncé is just over a week away from releasing “Act 2,” which drops March 29. News of the album came as a surprise when she released a pair of singles: “Texas Hold ‘Em” and “16 Carriages.” ”—during the Super Bowl last month. Earlier this week, she posted a lengthy Instagram caption alongside an alternative album cover, explaining that she began working on the project five years ago after having an experience where she “didn’t feel welcome.” .
He was likely referring to a performance of “Daddy Lessons” at the 2016 Country Music Association Awards alongside the group then known as the Dixie Chicks. His appearance was met with negative reactions on social media and in the country community, with some expressing displeasure that so much attention was placed on a pop artist at a country event.
“The criticism I faced when I first entered this genre forced me to overcome the limitations placed on me,” he wrote. “Act II is the result of challenging myself and taking my time to mix and match genres to create this body of work.”