Why Peloton's New Partnership With Beyoncé Is A Big Deal

For more than a year, Peloton has been dealing with a pending lawsuit from the National Music Publishers Association (NMPA) for illegally using thousands of songs in video fitness classes. Now the brand has announced a direct partnership with Beyoncé to curate music collections for various workouts, starting with a series of Homecoming-themed classes in honor of historically Black colleges and universities.

It's a smart move from the fitness brand to get around the lawsuit, but it may also be a sign of one potential future for brands to turn to celebrities and experts as curators of content rather than simply licensing their content alone. Chances are, Beyoncé fans would continue to pay not only to hear her songs, but also to hear what songs she picks for them to listen to during a workout.