On March 30, 2015, some of the most known musicians in the world, have gathered to make planet Earth an offer. Artists like Jay Z, Rihanna, Beyoncé, Jack White, Kanye West, Daft Punk, Madonna and others have decided to offer Tidal. This is a new streaming service developed by Jay Z, which is similar to Spotify. However, there is a difference between these two music services. The difference is that Spotify is free and Tidal is not.
Users who want to listen to music on Tidal, will have to pay 10 dollars per-month for compressed formats or 20 dollars per-month for CD-quality streams. Rumors are saying that Tidal is owned by artists who get shares in the company in exchange for the right to play their music. “People are not respecting the music, and [are] devaluing it and devaluing what it really means,” Jay Z declared. “People really feel like music is free, but will pay $6 for water. You can drink water free out of the tap, and it’s good water. But they’re okay paying for it. It’s just the mind-set right now,” he added.
Tidal is a subscription streaming music service, which is also compared to Apple’s Beats Music and the paid version of Spotify. To be mentioned that Shawn Carter, also known as Jay Z, paid in January a 56 million dollars deal for Tidal. The streaming service doesn’t feature a free tier that will let people listen without paying. However, it offers lower-definition sound for only 9,99 dollars a month. Specialists are saying that the star-power marketing is a very good strategy for dominating the market. For example, Beats Headphones used celebrity placement on its headsets to dominate the headphone market and amass billions of dollars. Tidal’s re-launch under Jay-Z’s ruling will probably have the same success.
The question is if the re-launch of Tidal will hit mainstream popularity with this good branding strategy. “It’s very easy to overlook the importance of brand, but in an industry like music, brand really matters,” Andrew Lipsman, vice president of marketing and insights at researcher ComScore, alleged.
“Piracy, file sharing and streaming have shrunk the numbers of paid album sales drastically, and every artist has handled this blow differently,” Taylor Swift recently claimed. “Music is art, and art is important and rare,” she added.