As the millions of Empire fans and Cookie Monsters await the arrival of the second season, Jay Z has taken a Luscious-like stand in the music world by publicizing his new business venture called Tidal. In short, Tidal is unlike its Spotify competitor where music is free for listening and for all. Tidal promises exclusive music playlists and videos (Beyonce’s ‘Die for You’ can only be watched on Tidal) for a fee of $9.99 or $19.99 a month. #TidalForAll trended on all social media forums as the New York millionaire launched the first ever artist-owned music stream, designed to create honest relationships between music artists and their fan base.
Along with several world renown artists (Nicki Minaj, Usher, Kanye West, Madonna and Beyonce to name a few), Jay Z welcomed Tidal at a rather intimate press conference release in a dark room. Weird, right? But wait, it gets better.
After Alicia Keys made her commencement speech at the graduation-esque ceremony, each co-owner of Tidal signed a faux-Declaration of Independence as a statement of united artistry and essentially taking back the music. Now, if you are like me you’re probably irritated with the thought of the rich getting richer. However, from an artists point of view, they are putting value back into their work and not allowing free consumption — like Spotify and Pandora — to control their music.
Will Tidal take off as a top music app? Will people spend $20 bucks a month for music they can listen to for free on other music engines, or will they give into the hoopla and desire for exclusive tracks and music playlists? Hmm .. we’ll see!