Beyoncé Declares New Album in Tremendous Bowl Industrial


After days of hypothesis and on-line sleuthing by followers — simply one other week, in different phrases — Beyoncé used her look in a Tremendous Bowl industrial on Sunday to announce that she would quickly be releasing new music.

In a Verizon advert that ran shortly after halftime, Beyoncé joked with the comic Tony Hale about doing one thing that will “break the web” (i.e. Verizon’s 5G community). She ran by way of a number of riffs, like “Beyonc-A.I.,” a Barbie-like “Bar-bey” and a presidential “BOTUS.”

Then she mentioned, “Drop the brand new music,” earlier than the industrial ended. Quickly after, Beyoncé’s web site up to date with the announcement {that a} new album, recognized as “Act II,” can be launched on March 29.

It seemed to be the second a part of Beyoncé’s “Renaissance” album venture, and maybe one with a country-rock theme, given the sound and look of two new songs, “Texas Maintain ’Em” and “16 Carriages,” that rapidly appeared on-line.

“Texas Maintain ’Em” begins with rapid-plucked banjo — performed by the performer and songwriter Rhiannon Giddens, identified for her explorations into American historical past — and guitar, earlier than shifting right into a stomping beat, with Beyoncé rhyming “Texas” and “Lexus” and singing traces like, “It’s an actual dwell boogie and an actual dwell hoedown.” On “16 Carriages,” an epic ballad, the guitars swell with organ-loud percussion as Beyoncé sings about wanting again at a life after shedding innocence “at an early age.”

Each songs have contributions from the producer Raphael Saadiq, whose many collaborators have included Beyoncé’s sister Solange, and who additionally labored on the primary “Renaissance” album.

The visuals for each tracks image Beyoncé in cowboy hats — a function of final yr’s Renaissance World Tour and Beyoncé’s continued model signature, as seen final week on the Grammy Awards.

As with the primary “Renaissance,” the brand new album announcement represents a sort of shift in communication for Beyoncé. She launched her 2013 album, “Beyoncé,” with no warning — immediately grabbing international consideration and setting off a music trade craze for shock “drops.” Its follow-up, “Lemonade,” in 2016, was teased by a Tremendous Bowl look however nonetheless made an instantaneous splash. Within the “Renaissance” period, Beyoncé’s revelations have been extra like typical commercials.

When Beyoncé unveiled “Renaissance” in July 2022, she posted an announcement on Instagram that defined it was merely half one among a “three act venture” that she recorded in the course of the pandemic. She referred to that album as “Act I,” and described it as “a spot to dream and to seek out escape throughout a scary time for the world.” That album, with a Nineties retro dance theme, went to No. 1 and was the centerpiece of her tour final yr, which offered $580 million in tickets, in keeping with the commerce publication Pollstar — second solely to Taylor Swift’s Eras Tour.

Beyoncé dabbled in nation music on “Daddy Classes” on her 2016 album “Lemonade,” and a remix featured the Chicks. She teamed with the Nashville group for a efficiency on the Nation Music Affiliation Awards that November, which obtained a blended reception from nation followers on-line however was vigorously defended by the singer’s loyal followers.





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