Beyonce Becomes Fierce

New name for star's next record

Beyonce is to change her name for her forthcoming new album – and not to Beyonce-Z. That’d be daft. The star’s next record will appear under the name Sasha Fierce, and presumably not be a concept record based around the pole dancing career of a failed Gladiators contestant from Dagenham.

Speaking of her name change, Beyonce said that Fierce showed her live girl onstage character, which is apparently her “fun, more sensual, more aggressive, more outspoken side and more glamorous side.

"I have someone else that takes over when it’s time for me to work and when I’m on stage, this alter ego that I’ve created that kind of protects me and who I really am."

Sasha Fierce has a mySpace page full of marketing gumph based around the question "Who is Sasha Fierce?", with the promise of winning personal messages and dollar if you get it right. Could this have been a viral campaign that actually went a bit wrong because no-one gave a stuff who Sasha Fierce was, prompting Beyonce to have to announce it herself?

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