Tidal Addresses The Backlash Analysis

Tidal’s re-launch a recognizable success

Over the last few years there has been a battle between artists, record labels, and streaming service. One prime example is the low-payment of $162 artist Lady Gaga received after receiving one million streams on Spotify for her hit song “Poker Face”. While during this battle artistes are pointing the finger at the streaming services and the streaming services are pointing their fingers at the record labels. Tidal on the other hand, a streaming service, which was recently purchased by Shawn Carter (Jay Z) and recently re-launched, looks to cut out the middleman, better known as the record label. However Andrew Hampp and Glenn Peoples the authors of the article “Tidal Addresses the Backlash: 'There's

However, this point in their argument is a double standard. As a country the United States has always struggled with accepting change or something new and out of the norm. A few examples of this include presidential bills, special sport announcements, simple phone updates, and now Tidal. In a tweet cited by Peters (2015) owner Jay Z stated “The iTunes Store wasn't built in a day. It took Spotify 9 years to be successful.” This statement reminds the public that their success can’t be measured right now because they’re only beginning. Another point argued by Author Soraya McDonald (2015) is that artist never get criticized for accepting endorsement deals, yet they are an obvious way for them to make extra money for themselves. Unlike an artist owned streaming service, endorsement deals have been around for a while and eventually became a norm to society so people feel no need to question them, Tidal however is a company offering something never seen before putting it out of the norm. Tidal’s re-launch received the same response any other new and uncommon thing in the past has received, judging this as a failure for the company is in fact a double

This means that the event held by Tidal caught the attention of many of those viewing it, which led them to look more into Tidal and the royalty problem within streaming services. Borinson (2015) pointed out that Jay Z is well known but Tidal is jumping into a crowded space of platforms that have already locked-in numerous subscribers. Meaning in order to get people to buy into Tidal they would have to actually see the benefits of it. Borinson (2015) also notes that the support of major artists will benefit Tidal’s high success rate in terms of penetration. So, not only was this event an eye opener, it was also wise marketing