#2. People enjoy experiencing a big album like Beyoncé's together, if they're given the opportunity to do it.
Every now and then, a highly-anticipated album will leak and everyone will gather on Twitter and Facebook to talk about it as they listen through it. But because leaks obviously aren't controlled by artists, the timing of them doesn't always make that possible. For instance, if a big album leaks on, say, Tuesday at 11 a.m., not everyone is around to critique it on Twitter.
But by releasing her album at midnight on a Friday morning, Beyoncé basically gave her fans a three-day weekend to experience the album and converse about it on social media (it's a lot easier to drop everything and spend an entire Friday listening to an album than it is to do it on, say, a Wednesday). So don't be surprised if you see more artists trying to control when their albums drop, right down to the minute.
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