According to reports, the couple made the joint decision to play up rumours about their marriage to sell more copies of Beyonce’s album Lemonade.
The album features lyrics which suggest that her husband has been unfaithful to her during their marriage, however, is now being alleged to be nothing but a shrewd business move.
A source told The Daily Star: “Jay is a very smart businessman and was involved in the creation of Lemonade.
“He knew every song Bey was going to release. He knew the lyrics – he knew the implications. He had to approve the songs before release.
“The bottom line is that they are both really smart.”
Jay Z and Beyonce are already two of the industry’s biggest players, worth a collective £700million.
Bey has partnerships with Pepsi worth £30million, her Ivy Park fitness range, scents with Tommy Hilfiger and deals with Nintendo, American Express and L’Oreal. She also co-owns streaming service Tidal.
Jay Z and Beyonce are both yet to comment on these claims.
Meanwhile, it’s believed that Rita Ora could be at risk of loss of earnings after being associated with the album.
The former X Factor judge is rumoured to be the now infamous ‘Becky with the good hair’ and was even forced to deny the claims herself earlier this week.
“Let me be clear these rumours are false. I have nothing but the upmost respect for Beyonce,” she said on Twitter.
However, it’s already feared that a feud with a brand like Beyonce could be enough to lose Rita some of her business deals.
Stephen Cheliotis, chief executive of the Centre for Brand Analysis, told The Mirror: “A backlash against Rita is not something a commercial brand wants to get involved in. It’s messy. There is always a danger it will put some brands off.”