It's not the fact that her newly coined "visual album" Lemonade is already heading for number one on the Billboard charts. It's not even that it's already sold half a million copies days into its debut week.
The fact of the matter is, whatever Beyonce's doing, she's got your attention.
So what's a "visual album", you ask? It's basically one with a music video attached to every song, sewn together into one big film feature.
It's taken me a few days to really comprehend the album that is Lemonade and let me tell you, I've enjoyed every drop.
First up let's address the elephant in the room, or should that be the beehive.
Yes, Beyonce appears to be singing about her husband Jay-Z's infidelity. Yes, the entire world of Beyonce fans has turned into a swarm of bees stinging the plethora of potential "other women" like the keyboard warriors they are. And yes, it appears Jay-Z really does now have 99 problems.
In short I feel like I've been seated on the world's most emotional rollercoaster - a ride run by one of the smartest women in the world.
Beyonce has capitalised on her misfortune like any good businessman, or woman would. She's never once commented on the rumours until now… a la "Becky with the good hair", whoever that may be.
For one of the most unattainable women in the world (and boy does she know it), she's given the fans a personal insight into her life. Isn't that the job of any artist?
She's invited listeners into her life and made herself vulnerable at the cost of any embarrassment she might feel. She's let the world know that her life isn't as perfect as we once thought.
Every song is more like a poem filled with loaded phrases and piercing ideologies, interlaced with monologues depicting every stage of emotion.
So let me talk you through it.
It starts off with the initial hurt one would get when finding out a partner has cheated on them. Beyonce sets the tone right from the first lyric in 'Pray You Catch Me' with the line "You can taste the dishonesty, it's all over your breath."
And then it's a straight dig at you-know-who: "You remind me of my father… a magician… able to exist in two places at once."
Denial follows: "I tried to change. Closed my mouth more, tried to be softer, prettier, less awake. Fasted for 60 days, wore white, abstained from mirrors, abstained from sex, slowly did not speak another word."
And there's only one thing after that – anger. And there's a lot of it.
"Is this what you truly want? I can wear her skin over mine. Her hair over mine... Her hands as gloves... Her teeth as confetti... Her scalp a cap... Her sternum my bedazzled cane. We can pose for a photograph, all three of us... Immortalised ... you and your perfect girl."
And so on. From apathy to accountability and, surprisingly, even forgiveness.
"Baptise me... now that reconciliation is possible. If we're gonna heal, let it be glorious."
She puts a statement out to the world. This is what she went through and we are all witness to it.
"Always stay gracious, best revenge is your paper."
It's a story of emotional expression, whether in film or poetry. And there's an album of music in there, too -- a good one.
Beyonce goes back to her roots of gospel demonstrating the raw sound of her truly powerful voice. Interestingly, there’s even a bit of country.
And it's not just about THAT infidelity. There's a wider message of the ascendency of African American women and, of course, feminism.
The down side is its Tidal exclusive, so you're going to have to buy in to commercialism and give in to the man who's supposedly done Queen B wrong. But it's a small price to pay for something I believe will truly go down in musical history.
Beyonce ends the experience with a simple message.
"Take one pint of water, add a half pound of sugar, the juice of eight lemons, the zest of half a lemon. Pour the water from one jug then into the other several times. Strain through a clean napkin."
Basically, drink the Lemonade, because you'll feel absolutely refreshed.
Newshub.
