Beyonce Unveils Online Makeover

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Who runs the world? Beyonce.

Last fall Ad Age reported that Bey -- despite the megawatt smile, glamorous gliterry gowns, and then-impending motherhood -- was lacking in one regard: an acceptable digital presence.

A new look
A new look
In the superstar's view, her website, focused largely on announcing new singles and concert appearances, wasn't reflective of the full scope of her various interests and talents. So she and her management company Parkwood Entertainment turned to adland with a brief to fix her website.

The results of that initiative are on display today, with beyonce.com. The revamped site was announced by the star over Twitter -- which marked a major milestone. With 3.5 million followers, Beyonce had never tweeted until today, when she said the following: "Hey World, It's B! I'm so excited to invite you to my new beyonce.com - we've been working hard, and it's finally ready for you XO."

Turns out the winner of the pitch -- which several large New York shops turned down because of what was described to Ad Age as an unreasonably tight turnaround times and a lack of specificity in the brief about what the superstar really wanted -- was New York studio Designed Memory.

A letter displayed on its website, exhibits the shop's motto of "We love solving problems."

With Beyonce as a client, Designed Memory is making a big splash in the entertainment space. The boutique's founder and creative director, Matthew Siskin, is something of a go-to among the fashion set. Back in 2008, The New York Times Magazine said he's "like an ethonographer presenting artifacts from the exotic world of fashion."

Designed Memory was the interactive studio behind sites for fashion brands such as Suno and jewelry designer Irene Neuwirth, and personal sites for Chris Benz, Genevieve Jones, and Albertus Swanepoel. Beyonce's choice of Mr. Siskin to revamp her digital presence was likely in no small part driven by the fact she wants to promote her fashion brand, House of Dereon, via the site. Already, a "spring lookbook", with a collection of flowy dresses and jumpsuits, has been uploaded to her site.

Upon landing on the page, the site is described as "A newly personal view into her world, for you, by her."

As one executive familiar with her plans told us in the fall: "Beyonce herself hates the website because she doesn't think that it looks like who she is as an artist, someone who likes fashion and art and photography and travel. She has all sorts of interests and wants to communicate that," said the person, adding that the star wants the new site to be "daring and forward-thinking."

So far, the new site includes hand-written ramblings and a bit of musing on Basquiat, so we can probably expect to learn more about her artistic passions. There are also links to Beyonce's newly unlocked Tumblr page, Facebook and Twitter, suggesting that she's trying to get more aggressive on social media.

All in all it's a big move for brand Beyonce, and it's possible that in rethinking her online persona Beyonce got a little help from her friends. By the looks of it, Bey is taking some cues from her bud Gwenyth Paltrow, who has morphed into a media property via her weekly newsletter Goop and books that aim to convey she's more than a hanger for red-carpet gowns, but loves travel and wood-burning pizza ovens in the backyard.

And of course there's Beyonce's husband, Jay-Z, who's created a bit of a media property of his own with his Life & Times website. Already the two are cross-posting some content: photos of their new daughter, Blue Ivy.

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