Sasha Fierce

From WhatRumors: The Celebrity Gossip Wiki

Beyonce as Sasha Fierce. Evoking the literal image of a "car wreck".

Sasha Fierce is the alter ego of Beyonce Knowles. The ad campaign, started in October 2008 was led with mysterious posters asking "Who is Sasha Fierce?" The stunt is likely to end up along side the Garth Brooks/Chris Gaines fiasco of 1999, where the country singer tried to reinvent himself, but instead reinvented the term "failure". Beyonce's album, to be released November 18, 2008 is called "I am... Sasha Fierce"

Beyonce is actually trying to convince people that she adopts an alternate persona when she performs on stage.

"That is my alter ego and now she has a last name," "I have someone else that takes over when it's time for me to work and when I'm on stage, this alter ego that I've created that kind of protects me and who I really am." In a fittingly strange homage to Michael Jackson, Ms. Fierce is often seen wearing a sparkly glove.

Right.

Most likely, Beyonce knows that her act is getting tired and wanted to reinvent herself without actually having to reinvent herself. Considering how over-used the word "Fierce" is amongst the R&B set - Tyra Banks being the most obvious offender - perhaps a different moniker would have been a wiser choice.