![]() ![]() The deal, reportedly worth $297 million, allowed its artist partners to keep their ownership in the music company. Six years after its launch, Tidal was acquired by Block (formerly known as Square), a financial service company, in March 2021. By October of 2015, to celebrate 1 million subscribers to the service, Jay once again gathered his famous friends for a Tidal X 10:20 Festival in Brooklyn. Two months later, Jay would celebrate the launch with a rare Roc-A-Fella reunion show in NYC called Tidal X: Jay Z B-Sides. Cole, Kanye West, Rihanna, Nicki Minaj, Beyoncé, Swizz Beatz, Usher and more were all in attendance for the signing of the Tidal Bill of Rights.Īt the time of its launch, Jay promised that unlike other streaming services, Tidal would pay the artists the highest royalty percentage in the business when their song gets streamed. "Artists owners" from every genre of music came out to sign on the dotted line. In a livestream ceremony from Miami on March 30, 2015, Jay-Z assembled his famous family and friends to publicly sign as partners of the Tidal brand. Your customer is Luke Skywalker.Hov took over Tidal from the Swedish company Aspiro for a cool $56 million, determined to attract media attention to just how badly artists are short changed when their songs are streamed millions of times. When you stop losing sleep over the success of your business and start losing sleep over how to help your customer succeed, your business will grow by leaps and bounds. Just today, users discovered most of Jay-Z’s previously restricted catalog of music is back on Apple’s streaming service. Tidal is a sinking ship, and the captain himself is ready to jump. What sets Tidal apart other than more money for artists who are already making big bucks?Īs it turns out, nothing. He never once mentioned what the benefit was to his potential customer. Jay-Z made himself and his “artist-owners” the heroes. Your marketing should always be positioned to answer your target market’s biggest question: How does this help me? Marketing success stories are based on the customer as the hero and the brand as the guide. And, apparently to support them in a venture that finally treated “these people that really care about the music with the utmost respect.” Jay-Z made himself and the artists the hero of the story, and the subscriber was just along for the ride. Those are not the musicians who need the help of an artist-owned streaming service like Tidal.īut most importantly, the question never answered that day, was how does all this benefit the subscriber? The wrong hero. First of all, they pointed out, water is not free from the tap (he was directed to talk to the people who pay his bills), and secondly-he was on stage surrounded by multi-millionaire musicians who were asking to be paid… more. Twitter eviscerated Jay-Z for this statement. Tidal takedownĪside from being a sentence that doesn’t make much sense, it was marketing suicide for Tidal. And if you want to hear the most beautiful song, then support the artist.” – New York Times, MaThe Twitter vs. You should drink free water from the tap - it’s a beautiful thing. ![]() Music is $6, but no one wants to pay for music. “The challenge is to get everyone to respect music again, to recognize its value,” said Jay-Z, whose real name is Shawn Carter. They intended to change the course of music history forever. Tidal would be a home for high-fidelity audio and exclusive content where artists could get paid what they were rightly owed. At a press conference in New York City in March of 2015, along with the core group of artist/owners of Tidal including Drake, Alicia Keys, and Madonna, the reveal was made. ![]()
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