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At this point, it'd actually be more surprising for Beyoncé to spend months promoting a new song/video/album before actually releasing it than to drop it with zero advance warning — but alas, here we are. This morning, the superstar singer posted the highly cryptic video below on Instagram teasing a "world premiere event" set to air on HBO next weekend:
Within an hour, #LEMONADE was trending worldwide. No surprise there. But wait — what is Lemonade, even? A music video premiere? A live stream of her new album? A full-blown documentary film in the vein of 2013's Life Is But a Dream? We'll have to wait until next Saturday at 9 p.m. EST to find out, most likely.
It's been a headline-making few months for Beyoncé; back in February, she both dropped her groundbreaking "Formation" video and performed at the Super Bowl. At the end of her halftime show, she announced her upcoming Formation World Tour. And just last week, her buzzy Ivy Park athleisure line hit Topshop. Talk about a busy Bey.
Update: Last night, Bey released the full, minute-long trailer, in which you can see images from music videos while Beyoncé recites a cryptic monologue. Watch it below.