Beyonce Destroyed Coachella: A Business Course

Well by now you’ve either seen or heard about how Beyonce shattered Coachella and rebuilt it in her image. In the words of universal hype man, DJ Khaled, it will henceforth be known as Beychella. This was the performance that that might have set the precedent for the full context of Beyonce’s greatness. Not just because of the precision, but because of the complexity that it took to pull off a 2-hour catalog spanning, family-affair of a celebration of the black experience while hardly breaking a sweat or missing a note. This was more than just artist expression. It was logistics meets creative capital. I think there are some important things we can learn from this performance as business owners. So let’s get into it. 

Bring it Every Time

One of the more amazing things about Beyonce is that even though she doesn’t really have anything left to prove, she seems to up the ante every time. It wasn’t enough to be the first black woman ever to headline Coachella. Or even to mirror some of her more show-stopping performances over the years. She could have simply done a 45 minute set in the desert with a few hits and no one would’ve complained. Most of the Coachella shows are sparse and simple affairs. Just the stage, the audience, and the sky. Not Beyonce though. She brought us the damn Super Bowl. 

She's presumably dressed like a high priestess because she's about to bless Coachella.

Sometimes when we get into a groove and learn how to deliver our product each and every time. Boom. “Customer satisfied.” No one can blame you for doing what you said you’d do. But, what if we took the Beyonce approach? Exceed expectations. Every. Damn. Time. Go from business as usual to a celebration. 

Hire Well

Next level wardrobe by Oliver Rousteing, Balmain

Behind the force of nature that is Beyonce were over a hundred dancers, a full marching band, including the world-renowned Les Twins, incredible costume designers, pyro-technicians, choreographers, creative directors, stylists, hairdressers, consultants, and the list goes on. Often times, we see the star. Maybe that’s the leader, mascot, or brand. We think about the processes and how we can best position ourselves to get more clients and attract more work. Beyonce’s performance reminds us of one fundamental truth. 

"We can’t be the best if we don’t surround ourselves with the best." 

Prepare like it's the last time, every time.

I’ve been guilty of just showing up. I tell myself “I got this, I know what I’m doing, I’ll figure it out when I get there.” Beyonce wasn’t taking any chances. From alleged 10-hour practice sessions to going completely vegan before her performance. Apparently, she even practices singing while running laps. Seriously, is she even the same species as the rest of us? This is a woman that was prepared to succeed. We usually don’t get to see how much work goes into looking like you’re not working that hard.

"True magic is making the complex look effortless"

We could all take a lesson from watching someone that knows that we should treat every opportunity like it’s our last chance. At only 36 years old, Beyonce’s got many creative years ahead of her, but she never takes it for granted. If Beyonce isn't slacking off, what's our excuse?

Celebrate People

Watching this performance was like watching a celebration of all the people that played a special role in Beyonce become the woman we know today. Whether we consider the many interpolations of great black figures in history such as Malcolm X and Nina Simone, or reviving Destiny’s Child to appreciate how far she’s come. We even saw family moments unfold through a dance routine with her sister and the ever reoccurring duet with her husband. The resonate voice of Big Freedia echoed through the speakers and young HBCU inspired steppers repeatedly took center stage. In a way, this performance was as much about black culture as it was about Beyonce. It was an exhalation of her lived experiences, her influencers, and her inspirations all rolled into one. Once given the chance, Beyonce allowed space for the people in her life to shine. 

The triumphant return of Destiny's Child. They are survivors, they keep survivin'.

As a business, we can forget to let people know we appreciate them. Not in a superficial “employee of the month” type of way, but in a “you take the limelight” sort of way. Appreciation isn’t just about processes and programmatically strategizing about company culture. It’s about actually taking the time to let people know, “Without you, we wouldn’t be able to exist. Thank you.” Call me sentimental, but our teams make us possible and the people that inspire us guide our decisions. We should acknowledge them along the way. 

Let Your Values be Your North Star

In no uncertain terms, Beyonce performed at Coachella to inspire women and pay homage to the greats that paved a way to make her possible. She celebrated blackness on a stage that rarely sees an expression of that experience done so tastefully and completely. HBCU motif, Beyonce themed Greek apparel, a short but sweet rendition of “Lift Every Voice and Sing” (the Black National Anthem), and punctuations of what could be called ’street music' set a framework for who this was aimed at. The content of the performance was not to exclude people who are not Black. Quite the opposite. It was a gateway into blackness that says,

“Despite being told our culture has no value, it is beautiful and this is why.” 

A regal Beyonce flanked by an HBCU inspired marching band showing a convergence of legacy meeting the present in one symbolic shot.

In business, we can find ourselves trying to be all things to all people. What I’ve discovered is that when you’re for everyone, you’re actually for no one. We have many shared lived experiences, but we shouldn’t shy away from our differences. Some of those differences are beautiful. Various foods, varieties of music, and languages that describe things we don't all have words for. Schadenfreude for example. Why would we melt all of that down and turn them into an indiscernible blob? 

"When we focus on our values the people that really care will spread the message for us."

My goal is not to overstate the relevance or importance of a pop star in her prime giving the performance of her life. I believe that when you watch a masterclass in excellence you should dissect it to understand what makes it great. As a business owner, storyteller, and builder of brands when I see a cultural phenomenon I always wonder, “What am I not seeing that’s making what I am seeing so amazing.” 

Business can be boiled down to a series of procedures, tasks, and tools comprised of people to solve basic human needs. They can be effective, efficient, and cleverly strategized. But it can also be great. In the pursuit of that greatness, I say we study those that push the boundaries. What we saw at Coachella was one of those events. You shouldn't have to be a member of the Beyhive to see what all the buzz (yeah I went there) was about.

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Eric Thomas is a Branding Specialist and Senior Partner at Saga MKTG based in Detroit MI. He’s also an entrepreneur who never believes “the way it has been done” is the “way it must be done.”

www.EricSThomas.com

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