How Not to Blog: The Tale of Beyoncé’s Beyhive Blunder

January 25, 2013  |  

Rex Features via AP Images

Once upon a time (today included), there was a Queen Bey who reigned unchallenged over every facet of the pop star kingdom. Her unparalleled commitment to outperforming the lesser royals allowed her to outshine them all. Except in one dark area. Being larger than life alienated her from the masses.

Always looking to improve, Queen Bey set her sights on the Web. Other starlets had used social media to their advantage. Surely the Queen could as well. She launched a website! And a Tumblr! Sprinkling out glimpses of her life for the masses to consume, artistic candid photos and handwritten open letters to those that inspired her. Everyone ate it up… for the most part. Some complained. The Queen was showing more of herself, but she wasn’t really telling us anything about who she was.

Bolstered by the delight of fans or the criticism of detractors, Queen Bey decided to take her online presence a step further. She launched The Beyhive blog on Tuesday. She billed it as “my way of showing all the inspiring things I come across every single day… through my eyes.”

Here’s Where the Fairy Tale Gets Real…

Beyoncé’s latest endeavor satisfies the minimum qualifications to be called a blog. The Beyhive is “a frequent, chronological publication of personal thoughts and Web links” (Marketing Terms). The blog features: photo links to the star’s latest cultural and artistic finds, a collection of the notes she writes to newsmakers (previously found in the News section), street style photographed by her stylist, and an archive of fan art. All listed in chronological order.

It’s cute. But she could have just made a Pinterest board.

Let’s look at what other celebrities are doing with lifestyle blogs:

  • Goop, launched by Knowles-Carter clique member Gwyneth Paltrow, features interviews as well as editorial heavy features on products, destinations, recipes, and more.
  • Little Monsters, the brainchild of the only other performer allowed to make eye contact with the Queen, Lady Gaga, is a full-fledged social network for fans of the provocateur.
  • Life & Times, spearheaded by husband to Beyoncé’, Jay-Z, is a full-scale online publication that runs branded video, op-eds, and accompanies all its images with at least a paragraph of text.

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