Tidal is either the most important thing to happen to mankind since we domesticated animals, or another music streaming company, like Spotify or Pandora. If you watched the press conference or promotional video (above), you’d be forgiven for thinking it is the latter.
Jay Z, Alicia Keys, Madonna, Beyonce and a host of other millionaires who also happen to be musical artists are apparently behind the new music streaming company that portends to be the “first artist owned global entertainment platform”.
On the surface, this is probably a good idea. Artists in nearly every field are forever being taken advantage of by those looking to make money off them, but few of the artists behind Tidal have been in any position to complain in quite a while. In fact, the net-worth of the artists behind Tidal is more than some third world countries’ GDP. If the idea is to help artists take control of their own music, and to help them make money from it, then it’s certainly admirable. Unfortunately, what came across to the public was a confusing message from a bunch of out of touch rich people.
In other words, this was a marketing and public relations disaster. Those behind the launch forget three […]