From the shock drop of 2013’s visible album to the three-act reclamation of Black musical historical past that started with Renaissance, Beyoncé’s mastery of viral promotion is peerless. So when the famous person signed on for the NFL’s Christmas Gameday halftime present, the Hive — her devoted and extremely knowledgeable fanbase — anticipated an album or tour announcement to observe. As an alternative, they bought a cryptic post-game Instagram video that exposed the date “01.14.2025.” However the efficiency may need served one other goal: to lock in an Album of the 12 months Grammy win for Cowboy Carter.
With the Grammy voting interval open from Dec. 12 to Jan. 3, what higher technique to showcase Act II of Beyoncé’s bold musical trilogy than a vacation efficiency beamed into thousands and thousands of households throughout America? The purpose could be twofold: to reacquaint voters — who could be preoccupied with newer releases — with March’s Cowboy Carter and to focus on the album’s nation chops after it was controversially snubbed by the Nation Music Awards.
And she or he did simply that. Whereas the Houston Texans and Baltimore Ravens had been taking a well-earned break, Beyoncé handled a hometown crowd to a 13-minute recap of Cowboy Carter. From her dramatic entrance atop a Lipizzaner steed, replete in a white cowboy hat and knee-high boots, the 43-year-year-old immersed the gang in her distinctive model of nation. Autobiographical ballad “16 Carriages,” a frontrunner for finest nation solo efficiency, displayed her mastery of conventional nation, whereas her interpretation of The Beatles’ “Blackbird” delivered a imaginative and prescient for the long run.
Joined by a quartet of rising nation stars, Tanner Adell, Tiera Kennedy, Reyna Roberts and Brittney Spencer, Beyoncé celebrated the following wave of Black artists nation artists whereas reclaiming the style’s Black roots — some extent she beforehand made by together with Black nation pioneer Linda Martell on the document. After dismounting Chardonneigh (because the Act II horse is lovingly identified to followers), Beyoncé dusted off “YA YA,” which is nominated for finest Americana efficiency, and linked up with breakout star Shaboozey for “Candy Honey Buckiin.”
Whereas showcasing the thriving range of nation was a preoccupation, emphasizing its inclusive nature — as America’s style — continued when Publish Malone, himself within the midst of a rustic period, joined her for “Levii’s Denims,” a nominee for finest pop duo/group efficiency. A rendition of “Jolene,” full with a Dolly Parton voiceover, confirmed Beyoncé’s reverence for the greats and “Texas Maintain ‘Em,” a three-time Grammy nominee for document of the 12 months, music of the 12 months, and finest nation music, was a victory lap with daughter Blue Ivy Carter.
It’s notable that Beyoncé steered away from her signature hits — 2023 stand-alone single “My Home” was the one non-Cowboy Carter music — and didn’t bow to custom by belting out seasonal fare like earlier halftime performers Mariah Carey, Carrie Underwood and Kelly Clarkson. The main focus was solely on Cowboy Carter and sharing her interpretation of nation music with as many viewers and potential Grammy voters as potential.
On that entrance, it was a powerful success. The NFL’s Christmas Gameday attracted over 27 million viewers in america, peaking through the halftime present. The 2 NFL video games streamed on Christmas Day averaged over 24 million viewers every. The occasion’s success prolonged past conventional viewership metrics, with the hashtag #BeyoncéBowl trending worldwide. Moreover, the total efficiency is offered to stream on Netflix, which permits audiences worldwide to expertise the “Beyoncé Bowl” in its entirety every time they like.
Whereas taking up Christmas programming is an excessive instance, jockeying for favor with Grammy voters is normal trade apply. In the course of the voting interval, artists and their groups go all out to win the eye of Recording Academy members. Non-public listening occasions for Academy members are underway throughout Los Angeles, artists are amplifying their presence by way of media appearances and interviews, and, for main contenders, full-scale campaigns together with commercials in commerce publications and high-profile billboards are the norm.
If Cowboy Carter wins album of the 12 months, will probably be a becoming acknowledgment of Beyoncé’s three-decade profession. However her historical past within the class is rocky and controversial. Her 2013 self-titled album’s loss to Beck’s Morning Section was a serious speaking level, which was a media-spanning dialog about broadening illustration within the Academy when Lemonade misplaced to Adele’s 25 in 2016. Historical past repeated six years later when Renaissance was edged out by Harry Types’ Harry’s Home.
Will an NFL halftime present be the important thing to profitable a seemingly overdue album of the 12 months honor? Time will inform. Oh, and as for that cryptic post-game teaser, don’t be too shocked if a tour or album announcement follows on Jan. 14. Beyoncé at all times has an ace up her sleeve.