Beyoncé is closing in on two years of the release of the second act of her genre-bending album honoring the Black American pioneers of country music, and the Beyhive is buzzing for what comes next. With fans obsessively decoding merch drops, theorizing features, and imagining tour concepts, the slow burn of anticipation has become its own cultural moment. BEYOND X transforms that anticipation into action.
THE CHALLENGE
Create an album rollout for an artist that centers their fandom.
THE INSIGHT
The Beyhive is a globally diverse fandom that thrives primarily online. They're known for fiercely protecting the Queen Bey and decoding all her pieces of media. For the rollout, the Beyhive's decoding skills are truly put to the test.
SOLUTION
An interactive mobile game that lets fans play through clues, mini-games, and puzzles that reveal pieces of Beyoncé's Act III rollout.
