Beyoncé's ‘Cowboy Carter' tour isn't just a show, it's a marketing masterpiece: Here's how
Beyoncé's "Cowboy Carter" tour isn't just a musical masterpiece; it's also a business blueprint, showcasing her expertise as both an entertainer and a brand strategist.
The Grammy-winning singer kicked off the third show at MetLife Stadium in East Rutherford, New Jersey, on May 25. The concert was her third time performing in the New York area — East Rutherford, New Jersey — on her Cowboy Carter and Rodeo Chitlin' Circuit Tour. She is set to perform on the same stage for a total of five nights. The remaining shows will take place May 28 and 29.
As fans know, Beyoncé first debuted her "Cowboy Carter" tour at SoFi Stadium in Los Angeles on April 28 with 39 songs on the set list. She performed a total of five shows there, putting on a revolutionary show filled with family, fashion, different music genres, and most notably country music and cultural commentary.
However, the show has also been a masterclass in business and branding, with Beyoncé seamlessly weaving her ventures throughout the tour and even spotlighting them onstage.
Beyoncé made sure to highlight her Cécred hair care line
Beyoncé's Cécred hair care line has been named the official beauty brand of the "Cowboy Carter" tour. Dubbed the Cécred Roadshow, the brand is delivering a nationwide mobile pop-up, and Los Angeles concertgoers were the first to experience it before it hit a number of other cities and Ulta Beauty stores around the country.
During the tour, fans have had access to a Cécred oasis filled with live activations, photo opportunities and merchandise.
And Beyoncé makes sure to showcase her brand throughout her onstage performances. During her song "Thique," she gave a shoutout to Cécred's viral restoring hair and edge drops. She adds, "that's that Cécred drops," referencing the thickness fans experience in their hair after using the product.
Of course, Beyoncé released her hair care line last year. Prior to the announcement, she teased her new business venture on Instagram while opening up about the impact of growing up in her mom's hair salon.
Beyoncé's SirDavis whiskey sets up shop at the concert
And Cécred isn't the only brand Beyoncé highlights throughout her show. Her SirDavis whiskey brand is a constant.
In her 2024 song "Bodyguard," Beyoncé sings "Davis in my bones" and fans are able to sing along in unison because SirDavis Whisky is the official spirit of the tour.
The American whiskey SirDavis was founded by Beyoncé and crafted in partnership with Moët Hennessy. Fans attending her concerts have plenty of opportunities to enjoy it. Multiple SirDavis bars and specialty cocktails are available throughout the shows. At some stops mini SirDavis shot glasses and mason jar-style cups topped with white cowboy hats filling the stadium have been available for sale.
Beyoncé continues this business blueprint onstage. At one point during the show, a robot arm pours her a glass of SirDavis whiskey live onstage. The moment has sparked several viral clips and has also served as a unique way to promote the brand.
The nine-city tour will span the U.S. and Europe with the grand finale taking place in Las Vegas on July 26. Beyoncé has already made history with her scheduled tour dates, including by playing the most dates at SoFi Stadium of any artist.
Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.
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