Tidal is a music streaming app backed by the Hip Hop artist and business mogul, Jay-Z. Starting out, no one thought the company would succeed. After all, it faced stiff competition from established brands like Apple. In time, however, they began attracting the industry bigwigs, and the rest as they story goes history.
Rihanna, Kanye West, T.I and Beyoncé are the pioneering artists to put their music on this particular platform. Kanye’s latest album was instrumental in turning around this venture. His last album titled, The Life of Pablo, TLOP, succeeded in drawing in up to a million new subscribers to Tidal’s database. These million people signed up in anticipation to Mr. West’s album which unfortunately failed to make the massive splash and impact it was expected to by many industry insiders. See hitsdailydouble.com.
Trouble at Tidal
After the departure of the top management at Tidal, everyone, Jay-Z included, feared the worst. That was not the case, however. After high-level managers like Jeff Toig, a former top-ranking executive at SoundCloud fell out with the company. It is Desiree Perez who helped hold the billion dollar startup together. Desiree is no stranger to the music industry. No, on the stark contrary, the lady and the husband have been working closely with Jay-Z for the last 20 years. The husband, Juan Perez runs Roc Nation Sports.
Desiree is a force worth reckoning with. She never backs down from expressing herself in nothing less than clear terms. Without her negotiation skills, Rihanna would never have scored that Samsung advertising deal and Beyoncé, the Queen, would not have performed her electric shows at the Formation stadium tours. Desiree’s team includes Jay Brown, Ty Ty Smith, Chaka Pilgrim and Jana Fleischman. More of this on crunchbase.com
Unique Strategy by Tidal
In a bid to outdo their main competitors like Spotify and Apple Music, Tidal has come up with a different approach. Their approach is that instead of the users getting to pay to have old music, they only get introduced to new and upcoming releases. Their strategy is aimed at ensuring consumers spend less. Check apple.com.