When Beyoncé dropped her fifth album on iTunes on December 13, it was a complete surprise. This has led many people to declare that she has changed the game by releasing an album that didn’t have any marketing or PR efforts behind it. So what should we make of all this? What does it mean for the music industry? Beth Martinez of Danger Village, a PR company that promotes emerging artists, and Alicia Yaffe of the Spellbound Group, a firm that develops online marketing and brand management for artists, discuss the Beyoncé album hype.