Mystery behind Beyonce ad for new album deepens as NYC museums say they didn’t authorize takeover

Alyssa Guzman
·3 min read
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Texas hold up!

Big Apple art museums say they weren’t given a heads-up this week before Beyoncé projected advertisements from her upcoming country album across their buildings.

The Guggenheim, the Whitney, the New Museum, and the Museum of Arts and Design all had imagery from the Grammy winner’s upcoming album “Cowboy Carter” beamed onto their buildings Wednesday evening.

Across the outside of the Guggenheim, the facade was lit up with words “This ain’t a country album. This is a “Beyoncé” album.”

The Guggenheim, the Whitney (pictured), the New Museum, and the Museum of Arts and Design all got a little countrified on Wednesday evening when imagery from the Grammy winner’s upcoming album “Cowboy Carter” was spotted being projected on the building. X/@PopCrave
The Guggenheim, the Whitney (pictured), the New Museum, and the Museum of Arts and Design all got a little countrified on Wednesday evening when imagery from the Grammy winner’s upcoming album “Cowboy Carter” was spotted being projected on the building. X/@PopCrave
The Museum of Art and Design told The Post it was “not involved in the activation” of the stunt, but was nonetheless “thrilled to see Beyoncé shining a light on the importance of museums in the cultural landscape.” X/@amakadsi
The Museum of Art and Design told The Post it was “not involved in the activation” of the stunt, but was nonetheless “thrilled to see Beyoncé shining a light on the importance of museums in the cultural landscape.” X/@amakadsi

But the Upper East Side museum told The Post it was “not informed” about the publicity stunt before it popped up on its building and “did not authorize this activation.”

“However, we invite the public—including Beyoncé and her devoted fans—to visit the museum May 16–20 when we present projections by artist Jenny Holzer on the façade of our iconic building to celebrate the opening of her major exhibition,” it said in a statement.

The other three museums were ambushed with artwork of the 42-year-old artist riding a white horse while wearing a patriotic outfit and carrying an American flag.

The Guggenheim told The Post it was “not informed” about the publicity stunt prior to magically popping up on its building and “did not authorize this activation.” Despite having no involvement in the display, the Guggenheim laughed it off, even posting a painting of horses by Franz Marc with the caption featured the singer’s lyrics: “This ain’t Texas.” X/@BeyLegion
The New Museum and two others were ambushed with artwork of the 42-year-old artist riding a white horse while wearing a patriotic outfit and carrying an American flag. X/@PopCrave
The New Museum and two others were ambushed with artwork of the 42-year-old artist riding a white horse while wearing a patriotic outfit and carrying an American flag. X/@PopCrave

The Museum of Art and Design also told The Post it was “not involved in the activation” of the stunt, but was nonetheless “thrilled to see Beyoncé shining a light on the importance of museums in the cultural landscape.”

“Her influence undoubtedly opens doors for even more people to explore and appreciate Black creativity,” the museum, located at Columbus Circle, said in a statement.

The Whitney Museum, located in the Meatpacking District, was also taken by surprise when the megastar lit up its establishment.

Beyoncé’s album “Cowboy Carter” is set to release next Friday. beyonce / Instagram
Beyoncé’s album “Cowboy Carter” is set to release next Friday. beyonce / Instagram

The cultural institution wished the singer “well with her album” and said they looked “forward to seeing her at the Whitney Biennial soon,” though it was unclear if the artist plans to visit the museum celebration.

The 32-time Grammy-winning singer and New Museum didn’t immediately respond to a request for comment.

This isn’t the first time the singer has used museums to promote her work.

In 2018, she and her husband Jay-Z filmed a music video in the Louvre in Paris.

Beyoncé’s album “Cowboy Carter” is set to release next Friday.