Beyonce’s self-titled smash hit debuted with no warning and no publicity and the singer’s new album was so secret at Sony music it went by a code name, "Lily."
Apple says the album is already number one in 100 countries and its runaway success has the music industry wondering whether the new publicity is no publicity.
At midnight last Friday, Beyonce posted a short video on social media, where the pop diva announced the release of her fifth solo album. The new album was such a closely guarded secret; even Beyonce's most die-hard fans were caught by surprise.
It arrived without a television blitz. There were no leaked singles and no commercial tie-ins. She bypassed all the traditional ways of generating buzz for new albums.