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The peculiar networking strategy of Beyoncé, the star who decided that only her music would speak for her

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Taking advantage of the release of her new album, Renaissance, in mid-July Beyoncé premiered on TikTok. For now, she has uploaded her entire catalog to the platform and has shared a video montage of several fans dancing to Break My Soul, her latest single. In less than two hours, she surpassed the barrier of three million followers. But, just like on her Instagram (with 269 million followers), she follows absolutely no one. She doesn’t even have the account of Ivy Park, the sportswear firm she founded in 2016. At this point, no one expects her to star in viral dances or persuade her family to participate in the current tiktoker challenge. In reality, her reluctance to flash her online makes her an oddity among her peers. No one knows who her closest friends are, how she has dressed the interior of her numerous properties or what she spends her free time doing outside of the recording studio or on stage. Unlike today’s Madonna, who can’t live without Instagram, or Doja Cat and Azealia Banks, who add to any controversy under the scrutiny of her dwindling core of fans, Beyoncé follows a completely opposite strategy. She likes it more or less, she keeps alive that halo of mystery, almost inscrutable, that characterized the great stars before the emergence of social networks. Despite being a well-known celebrity throughout the world, her day-to-day life is as unknown as that of Enya or Kate Bush. She only reveals to the public what she is interested in. “I am grateful that I have the ability to choose what I want to share. One day I decided that I wanted to be like Sade and Prince and focus on my music, because if my art isn’t strong or meaningful enough to keep people interested and inspired, then I’m in the wrong business. My music, my movies, my art and my message should be enough, ”she asserted last year in Harper’s Bazaar. In those same pages she added: “Throughout my career I have tried to establish boundaries between my work image and my personal life. In fact, my family and friends often forget about my beast side in stilettos until they see me perform. In this business, much of your life doesn’t belong to you unless you fight for it, so I’ve fought to protect my sanity and privacy because my quality of life depends on it. Much of who I am is reserved for the people I love and trust. Those who don’t know me might interpret it as me being elusive, but the reason those people don’t see certain things about me is because my Virgo butt doesn’t want them to see them… It’s not because they don’t exist!” This marked barrier between the person and her character is by no means recent. She has been building it, gradually, since 2003: after the massive success of the single Crazy in Love, and her debut LP Dangerously in Love, she realized that she could have much more success alone than under the yoke of Destiny’s Child, the girl band that led in the nineties. “I don’t want to get addicted to fame because when I stop being famous, I won’t know what to do, I’ll look desperate and I’ll lose my mind,” she told Rolling Stone at the time. However, her biggest turning point came in March 2011. Three months before album 4 hit stores, she fired her first and only manager to date: her father, Mathew Knowles. “When I turned 18 and started managing my own affairs more, he was in shock. We had our problems. I’d say ‘no’ to something, and he’d book it anyway. So he had to do it because it looked bad if he didn’t do it. Sometimes we would fight. It took about two years, until I was 20, for her to realize, ‘Oh, she’s an adult now, and if she doesn’t want to do something, I can’t make her do it,'” she confessed in the 2013 documentary Life Is But a Dream. , premiered on HBO. Having achieved that long-awaited creative independence, the artist was finally able to control her image on her own terms. Now, as much as she calculates her steps, she hasn’t always been able to dodge controversy. The most striking case occurred on May 5, 2014. Just after the MET Gala, her sister, Solange, rebuked and slapped her husband, Jay Z, in the elevator of the Standard Hotel in New York. The video, leaked by TMZ a few days later, generated countless conjectures. Above all, because of the impassivity of Beyoncé, present on the scene. Far from clarifying something, the protagonists of the fray only limited themselves to sharing a brief statement: “The most important thing is that our family has already overcome it. Jay and Solange have taken their mutual responsibility for what happened. Both are aware of her role in this private matter that has been made public. The two have apologized and we remain a close family. We have put this behind us and hope that others will do the same. Since the couple married on April 4, 2008, several American media echoed the rapper’s alleged infidelities. At first, as usual, none entered the rag. Although everything changed on April 23, 2016 with the publication of Lemonade. On that album, Beyoncé wasn’t just dealing with a marital crisis; she also, in the song Sorry, she pointed out that her lover was a certain Becky, “the one with the pretty hair”. More than five years later, the identity of that woman remains unknown. The following year, at 4:44, Jay Z included a song called Family Feud in which he acknowledged disloyalty and apologized to his wife. And, in 2018, the two embarked on their second joint tour, On the Run II Tour, which grossed a total of $254 million across 58 dates. Scripted or not, the soap opera benefited both him and her financially. But, seen in perspective, Beyoncé won her game: suffering an infidelity from her humanized her before her legion of fans. Since that day, the most enigmatic icon of American pop culture has not allowed anyone to psychoanalyze her. That is why she herself does not grant televised interviews and her social networks are the closest thing to a fashion editorial. She continues reading From Marilyn to Madonna: A Brief History of the Conical Bra Beyoncé Wears as a Symbol of Escapism

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– Article Written By @Sergio Del Amo from https://smoda.elpais.com/celebrities/beyonce-estrategia-redes-sociales-musica-mensajes/

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