Thanks to Mrs Carter, we now know that alter ego's do have a life span as Beyonce's famous alter ego Sasha Fierce - born in 2008 - has apparently been laid to rest following the birth of her new one simply christened as Yonce.... sorry my lappy doesn't have the French punctuation that goes on the "e".
The pop diva introduced Yonce (I suspect she didn't go beyond Fiercely slashing off the b and e from her known name) with a song titled "Yonce" and launched it with a raunchy video featuring models Jourdan Dunn, Joan Smalls and Channel Iman. I gathered that the i-Tunes store crashed because of all the excitement. Click here to view a 30-second teaser.
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