Beyoncé Knowles has unveiled her new stage name: Sasha Fierce.
Fierce’s decision has surprised many Beyoncé fans, but is designed to emphasise a new, tougher musical direction, as showcased in Fierce’s forthcoming album I Am … Sasha Fierce. To reinforce this message, Fierce is also scheduled to appear on Strictly Come Dancing.
“Sasha Fierce is the fun, more sensual, more aggressive, more outspoken side and more glamorous side that comes out when I’m working and when I’m on the stage,” explained Fierce in a statement. “I have someone else that takes over when it’s time for me to work and when I’m onstage, this alter ego that I’ve created kind of protects me and who I really am.”
I Am… Sasha Fierce is set to be a double album that, according to Billboard, will reveal two sides to Fierce. The first half will feature mainstream pop songs written by Amanda Ghost, who penned James Blunt’s You’re Beautiful. The second disc will be electronic-edged R&B crafted by producers Bangladesh and Jim Jonsin.
Her television appearance, meanwhile, will involve her being introduced by Bruce Forsyth.
Fierce joins a long line of artists who have altered their identities, for varying reasons. Perhaps the most famous is The Artist Now Once More Known As Prince, who changed his name to an unpronounceable symbol for seven years between 1993 and 2000. Much less famous is Bonnie “Prince” Billy, who has only recorded one album as Will Oldham, despite it being his real name.
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