Director Paul Thomas Anderson — yes, that dude — creates a vibe where Joanna Newsom's performance unfurls amidst the usual goings-ons of NYC, as if a music video walkabout is nothing out of the norm in the greatest city of the world.
The surprise release is now clearly the preferred marketing/sales stunt: And if you're a superstar like Beyonce, it's damn effective. Same goes for Drake, who dropped If You’re Reading This, It’s Too Late on Friday and is already looking to sell over 500k copies in just a few days. Promotion?