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TIDAL: Is It Making A Splash?

By on May 20, 2015
Ever since its launch on March 31st Tidal, the streaming company bought and relaunched by Jay-Z, has been under fire from tabloids, music fans and other streaming services. Sean Carter (Jay-Z) bought the Aspiro Company who originally launched Tidal in the UK and U.S. in October of 2014 for $56 million dollars.

With a stage full of multi-millionaires asking the hard working public to help support them, there was a chuckle heard throughout the internet. Tabloids and websites here and abroad jumped on the opportunity to pile on Mr. Carter’s investment. So much so that Jay took to Twitter to tweet, “The iTunes Store wasn’t built in a day. It too Spotify 9 years to be successful…”

Just one month after the star-studded roll-out Tidal’s CEO Andy Chen was showed the door. The Aspiro Group, parent company of Tidal, former CEO Peter Tonstad was plucked to lead the company on an interim basis. This all is under the need to “streamline” the operation.

The company has been pulling out all the stops. First it was March relaunch with the steaming services platinum line-up taking the stage and signing a declaration. Next came the streamlining and suggestion of a smear campaign by Tidal’s rivals. So what’s next?

On May 13th, in an intimate NYC location, Jay-Z plans to perform a special concert of deep-cuts and B-side songs. Of course this is if you are signed up with Tidal. This is the edge that the fledgling company has over Apple’s iTunes Radio, Pandora and, what seems to be the Millennials favorite, Spotify.

If this power move works we may see more exclusive musical cheese dangles to get us caught in the Tidal trap! If the buzz doesn’t pick-up will the Aspiro Group be allowed a 9 year grace period like Spotify? I tend to think that in today’s landscape of quick flips and media spin Tidal will be the rogue wave that got away!

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