Soon after, Beyonce's website updated with the announcement that a new album, identified as Act II, would be released on March 29. It appeared to be the second part of Beyonce's Renaissance album project, and perhaps one with a country-rock theme, given the sound and look of two new songs, Texas Hold 'Em and 16 Carriages.
As with the first Renaissance, the new album announcement represents a kind of shift in communication for Beyonce. She released her 2013 album, Beyonce, with no warning instantly grabbing global attention and setting off a music industry craze for surprise drops. Its follow-up, Lemonade, in 2016, was teased by a Super Bowl appearance but still made an instantaneous splash. In the Renaissance era, Beyonce's revelations have been more like conventional advertisements.
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