With no teaser, no hints whatsoever on Saturday, February 6, 2015, the singer released a new song and video titled ‘Formation’.

Last year, when Justin Bieber and Adele ruled the charts with ‘Sorry’ and ‘Hello’, I remember my younger sister asking me what Beyoncé was doing and why our Queen was letting them take all the shine.

Well now, it’s obvious that one of the key strategies employed by the singer’s marketing team is – keep them guessing.

Since the release of “I Am . . . Sasha Fierce” and the introduction of her alter ego in 2008, the former Destiny’s Child member has mastered the art of self-reinvention and making bold statements. On her album "4", it was all love while on her surprise album Beyoncé it was dirty, raw and sexy.

READ:Singer drops high-level visuals for – ‘Formation’

Mike Will Made-It produced the new song while the video was directed by Melina Matsoukas. While some may say it’s a ratchet tune, I would advice you to open your eyes and ears because Bey is talking about embracing culture and some of the issues being faced by Black America.

Beyoncé is comfortable in her own skin

On the song she boasts of her own heritage:

“My daddy Alabama, Momma Louisiana. You mix that Negro with that Creole make a Texas bamma”.

Yes we say, “Black is beautiful”, but there are many times Africans/Blacks are criticized for their standout features like the texture of their hair and facial features.

Beyoncé has been called out several times online for leaving her daughter Blue Ivy’s hair in its natural state.

Her response in her new song:

“I like my baby hair, with baby hair and afros. I like my Negro nose with Jackson Five nostrils”.

In the video she can be seen rocking long blonde braids and most of her dancers wear their hair in bouncy ‘fros.

Despite being a millionaire, the award-winning artist embraces her blackness on ‘Formation’.

“Earned all this money but they never take the country out me.

“I got hot sauce in my bag”.

Beyoncé, the black activist

Beyoncé makes several political statements in her new video.

New Orleans in Louisiana plays a character in the video. Matsoukas gives us a visual representation of the multicultural city. She makes reference to Hurricane Katrina by capturing Beyoncé on the top of a police car.

The video features graffiti on the wall reads "Stop shooting us,” which was one of the appeals from Black Lives Matter campaign in 2015. It also draws attention to a boy in a hoodie dancing in front of a line of riot police and as he raised his hand, the police do so as well.

With ‘Formation’ she positions herself not only as an influencer but also as an activist.

The only thing she doesn't do on this song is showcase her vocal power. As much as I like this new Beyoncé I miss the old lovey dovey one.

Be honest, what other singer do you know could have pulled off entertaining fans while making a strong statement at the same time?

Hate it or love it, ‘Formation’ has already racked up over 12 million views in three days on YouTube.

Watch the video below: