According to gossip columnist Roger Friedman of FOX 411, Beyonce’s label is attempting to “strip away her glamour and glitz” to prove that she is just like you.

In the stark black & white photo posted on the Z100 website, Beyonce stares blankly, her bare face showing no emotion. Her usual over-the-top image muted. Her lacefront wig dull and lifeless.

Another part of the marketing ploy was for her label to release two singles simultaneously yesterday.

Friedman theorizes that Bey’s label purposefully held back the release of her two singles so that Bey would miss the “Grammy deadline by eight days” in a move that would favor Alicia Keys who is in the same label conglomerate as Bey.

The label feels the public is growing wary of Beyonce and it’s time for Alicia Keys, Leona Lewis and Jennifer Hudson to shine.

I almost feel sorry for her. But she’s going to be alright. She needs to take a few years off to have her babies and work with a voice coach, then come back on the scene after we’ve had a chance to miss her.