Diabolical

Beyoncé: Cowboy Carter

The Queen is back, and we are here for it. While Rennaissance was her first-foray into house music and celebrated the influence of Black queer dance pioneers, Cowboy Carter is a powerful and ambitious ‘country’ album, that grabs country music by its plaid collar and sets fire to it. Cowboy Carter is the Texan superstar’s eighth album, and her first to re-contextualise Americana, folk and country into a thrilling 27-track journey that straddles the Beatles, the Beach Boys, Dolly Parton, Willie Nelson, Tina Turner and others. The album has already topped the Billboard 200 Albums chart, making it her eighth to do it, and she has made history as the first Black women to come in at No. 1 on the Top Country Albums Chart.

We worked with RCA Records to launch Cowboy Carter into the streets of London, Bristol, Birmingham and Glasgow with a creative that featured a side-saddling Beyoncé in a traditional pose and costume. The campaign rounded up a plethora of our formats, including; projections that took over the night sky, paper-and-paste across walls and billboards, a creative build of the ‘goddess of America’ on our new Platform site, a cameo on the Outernet digital screen and even a feature in underground. Yee-haw.