Our AI writing assistant, WriteUp, can assist you in easily writing any text. Click here to experience its capabilities.

Tidal, Music Streaming Service, Seeks Footing After a Stumble

View Original View Raw

Summary

Tidal, a music streaming service, was launched in a grand fashion with an all-star cast of musicians. However, it was met with mockery and criticism for its out of touch launch. Despite early setbacks, the company is now pushing forward and trying to make a comeback with exclusive videos, concerts, and a promise to pay musicians better than other digital services. Behind the celebrity power of Tidal lies a broader concern of the digital economy spinning out of control and a lesson in marketing in the digital era: the product must have a clear relevance to its customers.

Q&As

What is the mission of Tidal?
The mission of Tidal is to challenge Spotify, Apple and Google and to reestablish the value of music with fair economics for all musicians.

What was the reaction to Tidal's celebrity-studded product release?
The reaction to Tidal's celebrity-studded product release was ridicule as grandiose and out of touch.

How has Tidal attempted to distinguish itself in the crowded digital music market?
Tidal has released exclusive videos by Beyonce, Jack White, and Erykah Badu, and Jay Z will perform a “B-Sides” concert in an undisclosed New York space.

What is the value proposition for consumers to sign up for Tidal rather than another streaming music service?
The value proposition for consumers to sign up for Tidal rather than another streaming music service is that Tidal pays 75% royalty rate to ALL artists, writers and producers.

What lessons can be learned from Tidal's marketing in the digital era?
The lessons that can be learned from Tidal's marketing in the digital era are that no matter how famous the pitchman, the product must have a clear relevance for ordinary customers, and if an artist chooses to make a big point about how artists are paid, they should make sure that the person on the other side of that debate cares.

AI Comments

👍 Tidal has made a great effort to distinguish itself in a crowded market with exclusive videos and a "B-Sides" concert for Tidal users. It's great to see that the company is taking steps to make their platform unique and appealing to their customer base.

👎 Tidal's introduction was ridiculed as grandiose and out of touch and their promise to pay artists better than other digital services was not backed up with clear details. The company misjudged the public's interest in the issue of fair royalties for artists, leading to a lot of bad press.

AI Discussion

Me: It's about Tidal, a music streaming service that is trying to gain a foothold in the industry. A lot of big celebrities have a stake in the company and they had a big launch event but it was criticized for being out of touch. They are now trying to respond to the criticisms and make changes.

Friend: That's interesting. It makes me think about the power of celebrity endorsements and how that can either work for or against a company. It also makes me think about how the industry is struggling to adapt to digital music and how these streaming services are trying to figure out ways to make money while still being fair to musicians. Do you think this is a good strategy for Tidal?

Me: Well, it's still too early to tell. They've made some missteps, but they are also doing some things that could be beneficial, like offering exclusive content and higher royalty rates. It's possible that it could be a successful strategy, but it will really depend on how well they can sell their product to the public and how they approach marketing.

Action items

Research the other streaming music services and compare their features to Tidal's.
Follow Tidal on social media to stay up to date on their latest news and releases.
Reach out to other artists and industry professionals to get their perspectives on Tidal and the streaming music industry.

Technical terms

Tidal: A music streaming service owned by Jay Z and a number of other celebrities.
Spotify: A music streaming service.
Apple: A technology company that produces a range of products, including music streaming services.
Google: A technology company that produces a range of products, including music streaming services.
Silicon Valley: A region in the San Francisco Bay Area of California, known for its technology industry.
Private Equity Firm: A company that invests in other companies, typically with the goal of increasing the value of the company.
Kohlberg Kravis Roberts: A private equity firm.
Clive Davis Institute of Recorded Music: A music school at New York University.
Twitter: A social media platform.
Champagne: A type of sparkling wine.
Nietzsche: A German philosopher.
Erykah Badu: An American singer-songwriter.
Western: A genre of film.
Taylor Swift: An American singer-songwriter.
Spotify: A music streaming service.
iTunes: A digital media player developed by Apple.
Axwell and Ingrosso: A Swedish DJ duo.
Royalty Splits: The percentage of revenue that is paid to artists for their music.