New York City, USA – Beyoncé fans in New York City were treated to a surprise as promotions for her upcoming album, “Cowboy Carter,” appeared on the facades of several museums in the city. The album, scheduled for release on March 29, had its advertisements projected onto iconic institutions such as the Guggenheim Museum, Whitney Museum, New Museum, and the Museum of Art and Design.
However, the Guggenheim Museum clarified that they had not been informed about or authorized this promotional activity. Despite this, they extended an invitation to Beyoncé and her fans to visit the museum in May when artist Jenny Holzer’s projections will be showcased to celebrate her major exhibition.
The projections on the Guggenheim Museum featured phrases like “This ain’t a country album. This is a ‘Beyoncé’ album,” reflecting the Grammy-winning artist’s candid Instagram post about the creation of “Act II: Cowboy Carter.” This album follows the success of her 2022 record-breaking album, “Renaissance.”
Beyoncé hinted at the album promotions by posting the coordinates of the Guggenheim Museum on her Instagram Story, and the cover image of “Cowboy Carter” was projected on the exteriors of the other museums. Fans took to social media to share photos of the advertisements, with Guggenheim acknowledging the buzz by posting about it on their official Instagram account.
Some fans speculated that the album projection at the Guggenheim Museum may be connected to the ongoing exhibition “Going Dark: The Contemporary Figure at the Edge of Visibility,” which features works by a diverse group of artists, including a significant number of Black and female artists.
Even the Empire State Building got in on the excitement, responding to Beyoncé’s promo by sharing a photoshopped image of a cowboy hat on top of the iconic building. The anticipation for “Act II: Cowboy Carter” is high, as fans eagerly await the release of Beyoncé’s latest musical offering.