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(CNN) - Singer Beyonce may be the first artist whose most successful marketing gimmick, was no marketing at all.
The chart-topper's surprise fifth studio album dropped on Friday, and is expected to debut at number one on the charts.
It is already setting records. Just three days after its release, the self-titled album broke the iTunes record for the largest sales week.
This comes after zero pre-release promotion - there was no groping giant teddy bears on stage, or half-naked Instagram selfies, or other bizarre publicity stunts drumming up buzz months in advance.
Beyonce just relied on her talent and international star power to sell records, and fans flocked.
"What she's doing is not removing all promotion. It's really making the promotion transparent," said Wall Street Journal editor Christopher John Farley.
Within an hour of the album's release, Farley received an e-mail from the singer's publicist saying Beyonce is taking her album straight to the people.
"She was reaching out to media, but she was doing it in a different way. Because right now, the one thing that viewers and listeners hate the most about the media and entertainment is hype," said Farley.
For more of this interview, check out the video above.