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The Guggenheim Museum in New York City was unexpectedly used as a backdrop for a promotional activation of Beyoncé's 'Act 2: Cowboy Carter.' The museum stated to ARTnews that it was not informed about nor did it authorize the "Cowboy Carter" activation related to Beyoncé's project. This unauthorized use has sparked discussions regarding the approval process for such activations, especially considering the museum's stance on not seeking approval from institutions funded by controversial sources, such as the Sackler family. Various media outlets, including Variety, ComplexMusic, and The Daily Beast, have reported on the incident, highlighting the museum's surprise and lack of prior knowledge about the event.
