Beyoncé and Her Agency Come OUT as ‘the World’s Biggest Brand’


Who, me?

OUT magazine scored a coup this week with Beyoncé’s first interview following the “surprise” release of her last album.

While Queen Bey (hashtag #BeyOut) does offer some insights into the development of the album and her status as “the hardest-working person in showbiz”, the most interesting part of the feature offers readers a glimpse inside the team that helped her earn all these (unofficial) titles.

“Meet the people behind Beyoncé” includes profiles of several principals at Bey’s agency Parkwood Entertainment.

From publicist Yvette Noel-Schure:

“This is what I’m always gonna remember about Beyoncé: She takes you in. She looks you straight in your eyes when she’s talking to you. I said [to myself], That is the trait of an honest person—if you can look someone in the eye, a total stranger.”

From Parkwood head of marketing Jim Sabey:

“You have all these sort of older, for lack of a better term, straight dudes who think they know what the world wants in music. And they have no idea.

What Beyoncé understood early on…was that the industry fundamentally has changed, and that you can communicate directly to your fans. If a particular social media platform isn’t authentic to you, the fans will see through it.”

From digital strategist Lauren Wirtzer-Seawood:

“At launch, the challenge was how to ensure that all of the content became available immediately to the widest number of people at the exact same moment…It was a huge team effort.”

Of course, like all great professionals, the Parkwood team brings the story back to their client. But the feature provides us with a rare insider’s look at the making of all that soulful sausage.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: April 8, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT