Beyonce’s ‘Cowboy Carter’ Ads Appear on NYC Museums

This ain’t Texas, but New York City is gearing up for Beyoncé’s Cowboy Carter release.

A number of major NYC art museums were seen with a display projected onto the front that reads, “This ain’t a country album. This is a ‘Beyoncé’ album,” as shared in photos posted by ARTnews. Among the museums with the projected ad include the Guggenheim Museum, Whitney Museum, New Museum and Museum of Arts and Design. Bey also posted a photo of the Guggenheim’s coordinates to her Instagram Story on Wednesday night (March 20).

However, in a statement to ARTNews, the Guggenheim “was not informed about 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 facade of our iconic building to celebrate the opening of her major exhibition.”

Billboard has reached out to Beyoncé’s team, as well as the other NYC museums that featured the display for more information.

Earlier this week, Bey shared the official album cover for Cowboy Carter, which is set to arrive on March 29. A clear continuation of her 2022 album Renaissance‘s aesthetic, the album cover for Cowboy Carter finds Queen Bey striking a pose while perched atop a white horse. She dons red, white and blue chaps, a simple white cowboy hat and platinum blonde hair as she raises the American flag.

“This album has been over five years in the making. It was born out of an experience that I had years ago where I did not feel welcomed…and it was very clear that I wasn’t,” she wrote in her post, possibly alluding to her experience performing the country-indebted “Daddy Lessons” at the 2016 CMA Awards alongside The Chicks. “But, because of that experience, I did a deeper dive into the history of Country music and studied our rich musical archive. It feels good to see how music can unite so many people around the world, while also amplifying the voices of some of the people who have dedicated so much of their lives educating on our musical history.” Billboard reached out to the Country Music Association, who had no comment on Beyoncé’s March 19 Instagram post.

In her message, Beyoncé both stressed that Cowboy Carter is “a continuation of Renaissance” and acknowledged the Billboard chart history she made with “Texas Hold ‘Em.” “I feel honored to be the first Black woman with the number one single on the Hot Country Songs chart,” she shared. “That would not have happened without the outpouring of support from each and every one of you. My hope is that years from now, the mention of an artist’s race, as it relates to releasing genres of music, will be irrelevant.”