Guggenheim says it 'did not authorize' Beyoncé 'Cowboy Carter' promo display
New York City's Guggenheim Museum said it did not authorize an advertisement for Beyoncé's new album, "Cowboy Carter," which was projected onto the building Wednesday.
The iconic museum’s circular architecture featured projections with the phrases “This ain’t a country album. This is a ‘Beyoncé' album,” alongside the album’s title and release date.
Multiple New York City museums were plastered with advertisements for the album, including the Whitney Museum, the New Museum and the Museum of Art and Design.
In a statement to ARTNews, the Guggenheim acknowledged that the projections were without its knowledge or consent.
The museum “was not informed about and did not authorize this activation,” a spokesperson said. “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 facade of our iconic building to celebrate the opening of her major exhibition.”
The 32-time Grammy award-winner’s much-anticipated country record is set to hit streaming platforms next week.
Projections at the other three museums also included the album cover, Beyoncé riding horseback in a rodeo outfit.
The Guggenheim acknowledged the projections in an Instagram story post early Thursday, adding a bee emoji to a fan's post about them. The fan speculated that the projection was connected to the museum’s ongoing display titled “Going Dark,” which centers on Black artists.