Tidal was touted as a revolutionary new music service that was started by industry professionals who really knew music. It was promoted as an alternative to Spotify or Pandora, that was made by artists, for artists and their fans. However, some analysts think that the creators of Tidal which include industry artists and execs like Jay Z, his wife Beyoncé, Rihanna, Kanye West, Madonna and a slew of other high powered musical celebs. However, the streaming service is having a lot of trouble and it has only been in existence for a year. Many industry experts believe this is because the service focuses more on making sure that the artists are well taken care of than actually giving their subscribers what they want. It is possible to do both, but they don’t seem to have hit the nail on the head just yet.
Their most recent trouble is that Kanye told his followers on Twitter that his latest album, The Life of Pablo, would not be available on any service except for Tidal, which then got a lot of people to subscribe to this service. However, then when the album was released, it did eventually get released on Spotify, another popular streaming service, and was available for fans to buy right from Kanye’s own website. It seems like Tidal is taking the Netflix approach – building up a library of exclusive content that subscribers want access to, but it seems like they don’t know the meaning of exclusive. This issue has led Tidal to have some legal issues, because a lawsuit was filed about this very problem. When you market a product, make sure that it does what you say it does. That should be the basic requirement for any marketing campaign.
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