If you haven’t heard about Tidal yet, keep on reading this article, you will discover more about this ‘new’ platform which will probably change the music streaming landscape, as we know it…
Originally created under the name of Wimp by Aspiro AS and the Norwegian music store chain Platekompaniet AS (the Norwegian HMV), the music streaming service Tidal was launched in 2010 in Norway. In January 2015, Jay-Z acquired the company for $56 million and rebranded it as “the first artist-owned global music and entertainment platform”. Many other artists and bands have joined Jay-Z as co-owners of the company: Alicia Keys, Arcade Fire, Beyoncé, Calvin Harris, Coldplay, Daft Punk, Jack White, Kanye West, Madonna, Rihanna and many more.
Currently, Tidal offers a 7 day trial period and 2 monthly subscription models:
- TIDAL HiFi for $19.99 in the US
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TIDAL Premium: $9.99 in the US
In a very competitive industry dominated by giants like Apple, Deezer, Spotify or Google, Tidal positions itself as the lossless music streaming service (higher quality, higher fidelity, seamless streaming) with over 25 millions tracks, 75,000 music videos and a strong professional editorial team. Tidal is also differentiating itself from competitors by offering exclusivity on new music release.
Tidal is aiming at giving the power back to the artists
Tidal aspires to be the artists’ platform and is aiming at restoring the value of music, pointing out the damages done to Music by free streaming. The service will share profits with artists and promises to pay more the artists and songwriters. Details on the artists payment system have not been disclosed yet…
I really think that Tidal is a game-changer in the music streaming industry: thanks to Tidal, the artists will be able to own their ‘distribution’ channel and will have more control over the revenues generated from streaming. I’m not sure how it will concretely work between the record labels and the artists, but Tidal really represents a switch in the mindset of the artists today. It is a powerful symbol of the change in the Music Business where musicians are looking for more control and recognition over their work and art.
A Strong Social Media Campaign to accompany the launch of the service
You may have already noticed on Twitter and other social media channels, the blue profile picture on many artists verified profiles. #TIDALforALL has been created by artists to show their support to Jay-Z and Tidal.
The movement well viral and according to hashtags.org, it has reached 315 Estimated Tweets Per Hour using the hashtag #TidalForAll.
Will Tidal be able to settle on the market and challenge the big streaming giants? … Only time will tell…
Kam-Kam's World 