A close pal of the hip-hop power couple says Bey and Jay are being advised to play up their happy family act for the paparazzi and on social media, despite the collapse of their marriage.
They will release a joint statement addressing the rumors in late September, once their current tour wraps, the friend says.
“Let’s leave it at it’s only a matter of time (until they split.) It’s so obvious now it’s embarrassing,”
a source tells “The duo are currently on the West Coast leg of their successful On the Run tour”.
“Around the time the tour ends, they’ll make a choice on whether they want to separate or admit trouble.”
Another pal of the couple says they will finally address the problems because Jay is “so over it.”
“He wants this tour to end and he wants the rumors to stop,” says our second source.
Our first insider says the couple, who married in 2008 and had daughter Blue Ivy in 2012, are both impeccable performers who have been fooling their fans for two years now and that their relationship is “strictly business.”
And while Jay has told friends he wants out immediately, we’re told Beyoncé is fine with keeping the act up indefinitely.
“This (trouble) has been brewing longer than anyone knows,” says our first source. “They’re performers. And they’re good performers.
It’s a business now, and they are business partners. And they don’t even fight. They know what it is.”
Their charade was working perfectly until May.
That’s when leaked video showed Beyoncé’s sister, Solange Knowles, kicking and punching her brother-in-law in the Standard Hotel’s elevator following the Met Ball. Big sister Bey appeared to calmly watch the beat down.
But now, whispers of the relationship’s epic collapse are so loud that Bey and Jay have been reaching out separately to pals, complaining they’re unhappy because the energy of keeping up appearances offstage has become unbearable.
“They are both being advised on how to look like they’re together. A negative report comes out, or a breakup report comes out, and they are advised to post a picture with Blue Ivy,” says our second source.
So why stay together?
“Why do you think?” the source said. “Money. They will play the public as long as they can and get richer doing it.”
And while both the rapper and the singer are independently wealthy, they recognize the power they have together to pull in even more cash — and have choreographed On The Run with ample hugs, kisses and cuddles to appear like a solid married couple. Billboard has reported the tour can expect to gross close to $100 million before it ends its run.
“This is a classic case of damage control. Staged photos, tweets, it’s a business relationship,” says our well-placed insider. “
They’re on tour and to get through the tour they have to put up a persona. It’s all spelled out. It’s more financially beneficial for them to continue the tour and the Instagrams and tweets while all this is happening.
That’s how damage control works.”
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