The video is one of the many ways that Knowles-Carter partnership is being strategized for creating a strong brand. Beyoncé and Jay-Z have had their share of drama, where Beyoncé’s sister, Solange, reportedly got spotted beating up Jay-Z after there were reports of him cheating on his wife. Since then the two have patched things up.
The couple have been blamed for using publicity tricks to make their brand sell, by even Beyoncé’s father, Mathew Knowles, but these claims have never been proved. The couple has always shown a united front and their joint ‘On the Tour’, which was their first tour as a power couple of the music industry, was a massive hit.
It was timed to coincide with the period when the two seemed to have a troubled marriage and fans clamoured for tickets, not wanting to miss out on what could be the last time that the two would have performed together. Call it a publicity stunt or whatever, but the tour grossed over $100 million, making it the second-most successful musical tour, according to Forbes.
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