When a celebrity has something to promote, the "go to" marketing tool de jour is lip syncing something and posting it to Instagram. For further evidence, please see Reese Witherspoon and Sofia Vergara lip syncing to Taylor Swift.
Hence why Tina Fey, Tituss Burgess, and Jane Krakowski - the stars of Unbreakable Kimmy Schmidt - engaged in this spot of mile-high lip syncing action to Beyonce's Flawless.
Me being a cynical old goat aside, Fey's lip syncing is mui impressive.