Barely a month after it was launched in a star-studded ceremony, Jay Z’s music streaming venture appears to be sailing in choppy waters. The reasons for its present struggles are varied. For starters, it appears the Tidal marketers picked the wrong strategy to woo listeners over from Spotify and other competitors. They chose to appeal to the sanctity of art; pay top dollar for a high-definition streaming experience was their mantra. And give the creators of the music you love their just due while you’re at it.
Save the artists
But it seems would-be subscribers are not entirely convinced of the need to stretch their budgets to line the pockets of global megastars. After all those are the faces the world saw during the launch- Beyoncé, Kanye West, Jigga himself. The spokespeople for Tidal are Nicki Minaj and Bey and it could be argued they’re not exactly in need of our subscription money for their next meal. Perhaps if faceless indie artists were the voice of the brand Tidal’s case would have gained more sympathy among music lovers.
The numbers might give Hov a sleepless night or two; after briefly gracing the top 20 most downloaded app ranking, Tidal is now not even among the top 700. While that was happening direct rivals Spotify and Pandora have entered the top four in the iPhone revenue rankings. Even the recently acquired Beats Music is showing strong signs of growth. As if things couldn’t get any worse for the glamorously launched Tidal, it appears Kanye, one of the supposed stakeholders in the venture, is quietly withdrawing his support. There are reports that Yeezy has not only pulled Tidal off his Twitter profile but also deleted all tweets promoting the streaming software.
Let’s see if the man “from the school of the hard knocks” can survive these hard blows.
Miami Based, Internationally Known