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It’s a highly respected brand that aligns with her latest album. What do you mean by “of all things”
Also, because Levi’s has its name on an NFL stadium it’s started to rethink sizing and fit because those athletes couldn’t (even if they actually cared to) rock Levi’s. This helps them get more people who may not have thought the brand was for them to reconsider them.
Want to change the narrative and perceptions? Change the story you tell and with whom.
Mentor
Money. Why else? Her manager no doubt also believes it’s an opportunity to tap into another demographic. Especially following the release of her country album.
Why not?
She clearly knows her impact.
Add to that, a well-made legacy product with name recognition and a willingness to pivot is perfectly positioned for an endorsement deal where both parties win.
Her country album, along with NAS x 'Old Town Road' hit plus Shaboozy's Grammy wins are signalling a fascinating shift in culture. In the Spotify era, Music is seen more as universal, and not limited by station format or in-store genre-specific merchandising.
As per the above, the human experience is not limited to urban or rural, either. She knows that her music has appeal for people across lines
Um.. why not? You sound invested. Maybe just ask Beyoncé.
it's a callback to how levi's was one of the only brands to support her back in the DC days (it seems i'm the only one that remembers them in their low rise levi jeans?!) her mother made their outfits because no one wanted to work with them until levi's, and this is after the release of 'say my name' and 'bills, bills, bills'!
I’ve thought this too. Probably just a big paycheck
It's not like it's some unlikely link. I saw in the NY Times the other day, their piece on the campaign, that she's been wearing the brand for decades. Levi's says its audience is about 35% women and they want to boost that to 50%, and they seem to think she can help with that.
Levi’s has to be paying beyond out the nose for this “partnership “ lol. But it is a little crazy too me, how much more money could Beyoncé possibly need at this point? I know why Levi’s needs a major celebrity endorsement but why does Beyoncé need Levi’s?
Mentor
Money is money is money. Her manager no doubt believes it’s an opportunity to tap into another demographic. Especially following the release of her country album.
Good question. She probably likes the brand, it paid well and quite honestly she is aging. This ad allows her to maintain her connection with the young ones and it shows that it’s a sexy brand to buy. Personally, I cringed when I saw it. Haven’t we as women come farther than this? She has more to offer than her sex appeal.
Cowboy Carter. Country. Denim. It works.
During the Renaissance Era, it was Verizon—which makes sense. RENAISSANCE was all about amplifying marginalized voices. Thanks to cuzzin Bey, the answer to Verizon’s question is “yes” for brilliant Black and brown, queer and trans creative geniuses. Yes, we do in fact “hear them now.”
This combined with the “Alien Superstar” aesthetic of the tour made the Verizon collab make sense.
Rocket Bey. Alien Superstar. Verizon. Blastoff.