Beyonce announced her latest album by posting an Instagram photo of its cover -- with the caption "Surprise!" -- forgoing the normal process of releasing singles and doing interviews in a steady drip. Beyonce sold more than 430,000 copies through iTunes in the first 24 hours after the announcement. It's the most recent example of a "marketing without marketing" trend "where you appear to be just delivering your product directly to the consumer without any mediation," said New York University's Jason King.

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