The Anatomy of a Rumor: Could This be the End of Jay Z & Beyonce?
Rumors are swirling that Beyonce and Jay Z could be splitting up, so ET is looking into how these rumors came about.
The timeline looks like this: cheating rumors began after the elevator footage of Beyonce's sister Solange wailing on Jay Z. In June, Beyonce changed one of lyrics in a way that some took to be a reference to Jay Z.
Then on July 14, reports popped up of the two allegedly going through couple's therapy.
Some have even speculated that the end of the tour means the end of the marriage.
"They're not kids. This is isn't Justin Bieber and Selena Gomez duking it out on Twitter," said PR expert Ron Torossian, who added, "Both Jay Z and Beyonce's machines will continue to go on and continue to do great whether they're married or they're divorced."
While their careers should continue to thrive, interest in their personal lives is waning.
"In the social mediaverse, there's kind of an overwhelming amount of Jay Z and Beyonce material, and people are pushing back a little bit," said ETonline Senior Editor Sophie Schillaci, pointing out that many ET viewers don't care about the couple's personal lives and are only interested in their music.