Since Jay Z launched TIDAL earlier this year, the online streaming service has been hit with tons of negative reviews from fans, artists and critics.
In response to the backlash, the music mogul has done everything from releasing exclusive content to personally calling new subscribers and thanking them for using the service. But are all of these moves just good marketing for a new growing business or a an act of desperation?
The streaming service was initially released back in October of 2014, back when it was owned by a Swedish company called Aspiro. Jay Z’s company, Project Panther Ltd, bought Aspiro earlier this year, flipped the name to TIDAL and relaunched it in March 2015. There was a hugs celebrity campaign involved with the launch, with artist like Madonna, Nicki Minaj, Rihanna, Coldplay and Hov’s wife Beyonce, signing on to the project as well.
Unfortunately, the celebs couldn’t attract enough fans with their big names or exclusive content because TIDAL’s popularity has been drowning in the waves since it’s debut. The streaming service has dropped out of Apple’s top 700 downloaded apps chart (after peaking at 83 in April), and the company has fired over 20 employees, including the CEO. Not to mention, one of TIDAL’s biggest competitors Spotify, has actually been doing better since TIDAL launched this year!
That’s never a good sign.
The only thing that Jay has in his corner right now is longevity; adding a roster of artist like Kanye West, Rihanna and Daft Punk to a streaming site for exclusive content, if played correctly, will only benefit HOV in the end.
But his moves from now on will definitely matter more now since TIDAL had such a rocky start.
Good luck Jay!