A strange day indeed. Late last night, Beyoncé dropped a new album. Out of nowhere. In 2013, even indie artists can’t get around album leaks and the slow build-up of information and promotion leading up to a drop, but Beyoncé managed to put together an entire album (and accompanying videos) with almost nobody, even people in her own camp, being aware of it.
This strategy has a lot of people surprised, but it’s not a first. Death Grips has become notorious for surprising fans with albums and recklessly dropping material with no announcements or promotion. The thing that has people suspicious: earlier this year, Beyoncé was spotted hanging out with—you guessed it—Death Grips (and also Robert Pattinson, who is probably the mastermind behind all of this.) Whatever the case, Twitter is taking notice.