Cowboy Carter: The most successful advertising, marketing, branding, and social justice campaign of all time.

Katherine Bowens outside of Stade de France, Paris France at Beyoncé’s Cowboy Carter Tour: June 22, 2025

As a music lover and advertising/marketing/branding professional, I am truly blessed to be able to merge my personal and professional passions on a daily basis. I recently had the chance to see Beyoncé’s Cowboy Carter show in Paris, and after seeing the show TWICE I am in incredible awe of the most successful advertising, marketing, branding, and social justice campaign of all time. I am a great case study for its effectiveness, b/c I have NEVER worn a Cowboy hat in my entire life, even though I grew up south of the Mason Dixon line. But that changed in 2025, and here's why:

Cowboy culture never resonated with me in a positive way, but Beyoncé changed that. She showed me a new perspective in owning my country roots and history as a descendant of the deep south. I felt included, and I felt like I belonged in the Cowboy culture for the first time ever.

There is quality in Beyoncé and everything that she produces, and I don’t EVER want to miss out on the full Beyoncé experience. Dressing for the occasion and exploring new fashion pieces that I may not have considered before was just part of the fun in the Cowboy Carter experience. From my social activity, I was served ads that lead me to my concert gear.

Beyoncé takes no shortcuts, and does not water anything down soley for profit. She works hard to meet and exceed expectations every single time, and I don't ever want to miss out. Beyoncé gives singing, dancing, theatre, opera, flying, ballet, history lessons, activism and so much more—in ONE single show.  The genius and the quality of her craft and cultural impact will forever be studied and replicated. In other words, she is a high quality producer that always over-delivers.

I genuinely and authentically believe in Beyoncé as a brand. I can relate to her values that never waver, and her brand speaks to me— the highly intelligent and often underestimated. Beyoncé speaks to me through culture, social media, fashion, activism, art, and love— which similarly mirrors some of the things in my upbringing that helped shape my own genius.

Beyoncé always brings a positive experience in everything that she does. She turns lemons into lemonade, and her energy is contagious. I feel uplifted and inspired any time that I experience a Beyoncé production.

Beyoncé’s power and mass impact is undeniable, and the numbers don’t lie. Beyoncé continues to break concert sales records, and has even changed a whole coveted award category based on her wins. Beyoncé has turned cities around the world into Cowboy and rodeo frenzies, with retailers seeing record spikes in sales and tourism dollars continually boosting local economies. Check out this Today Show highlight, reported by the ever talented Shaq Brewster. https://lnkd.in/gCmNd-pF

Not gonna lie, I've gone for the Cowboy hat and the rodeo skirt a couple of times post show and now I realize just how cheap my Cowboy hat looks. I am now ready to invest in a REAL Cowboy Hat! 🤠

Katherine Bowens at Beyoncé’s Cowboy Carter Tour Chicago: May , 2025