Could it happen?
No major pop star - or any music artist, for that matter - has been brave enough to be the first to attempt a visual album after Beyoncé's game-changing releases, "BEYONCÉ" and "Lemonade".
It's safe to assume that all future Beyoncé releases will be visual, and for her peers the question is more "when?" than "if they..." because the industry has to catch up at some point.
While I don't think that any current pop star is capable of creating a film like "Lemonade", there is a handful that I believe could pull off a series of music videos à la Bey's self-titled - and Katy Perry might be one of them.
Katy Perry has utilised the music video platform throughout her career to make an event of her single releases and play with her character. While the videos became less interesting in the "Prism" era, the high-budget production of her recent videos have been the highlight of an otherwise messy rollout.
The "Witness" campaign lead with her 'conscious awakening' and in the final countdown to its release she is using a lot of eye imagery (see the album cover) and throwing around the 👁️ emoji hinting that every new moment involves a visual.
— KATY PERRY (@katyperry) June 7, 2017
"Can you see me? I know you can see me, but can you really see me?" she asked in an uncomfortable promo video for the album, before going on to explain the intricacies of her multifaceted personality (see: she's vulnerable and strong!), which she could visually demonstrate with 15 new videos.
We know that the "Swish Swish" video has already been filmed and "Bon Appétit" certainly came around quicker than expected, so they may all be sitting ready to go.
Ultimately, whether good or not, if Katy's "Witness" is a visual album then the Beyoncé comparisons will come naturally, and in this rather messy era the reviews are likely to be unkind regardless of the quality.
Tune into youtube.com/katyperry tonight to watch the "once-in-a-lifetime" album countdown, and we can find out together.