According to this Ad Age article, Beyonce does not feel that her brand website represents her diverse interests (in “fashion, travel, photography and art”) and is entertaining proposals from various ad agencies in hopes of change it. While the content feels rather impersonal and the blog format and arial fonts do seem a bit amateurish for an artist of her stature, it is odd that in order to accomplish her aims of personalizing her website, she is employing an external corporate entity.
In any case, this seems to be another example of the shift toward artist-fan intimacy, where she is now using her web presence to develop relationships with fans (by revealing herself as an individual—tastes, likes, dislikes, etc.) rather than the impersonal promotion of products associated with her brand (i.e. taped concert materials).
– Nima Hassan