Click here to download pdf of the full article (32 pgs,  1.2 mb)


Journal of the
Music & Entertainment Industry Educators Association
Volume 14, Number 1 (2014)

Get Classy: Comparing the Massive Marketing of Anchorman 2 to the Non-marketing of Beyoncé’s Beyoncé Album

David Philp, William Paterson University


    In the fourth quarter of 2013 two entertainment industry blockbusters were released: the film Anchorman 2: The Legend Continues and a release by recording artist Beyoncé Knowles titled Beyoncé. While the Anchorman 2 team spent months promoting the December 18 release by traditional (and some very non-traditional) means, the Beyoncé album was cloaked in secrecy until it was issued by surprise on December 13. These two completely different strategies both proved successful, as the film sold US$122 million in tickets within its first month of release and Beyoncé sold 1.4 million albums during this time. This paper describes the marketing tactics used by both camps and the market and critical reactions to those tactics, and shows how sales success is not dependent upon one single strategy but rather upon a strategy that works best for a particular release at a particular time, both on the calendar and during an artist’s career. Implications for music labels, managers, and artists are discussed.