Mini Backgrounder: PR Writing

Information:

Tidal: http://tidal.com/us

Tidal (also known as TIDAL and TIDALHiFi) is a branch of the Aspiro Group, which is based in Sweden. Tidal was established in October of 2014.

Overview:

Tidal is a subscription-based streaming service with music videos, high definition streaming and exclusive content. Tidal prides itself on paying a fair amount of royalties to songwriters and artists. It’s top competitors include Pandora, Spotify and Apple Music. Tidal is the first ever artist-owned streaming service.

Strengths:

Tidal excels at creating exclusivity with artists. Tidal has released exclusive content from popular contemporary artists such as Beyoncé, Lil Wayne, Rihanna, Kanye West, T.I., The White Stripes, Arcade Fire and Daft Punk. Tidal prides itself on paying a fair amount of royalties to songwriters and artists. It is also the first ever artist-owned streaming service.

Weaknesses:

Tidal has been criticized for its exclusive content, with critics arguing that Tidal’s exclusive release of Kanye West’s most recent album, The Life of Pablo, only increased the appeal of piracy. It has also been criticized by other musicians for having a corporate and commercial feel. Its high price point has brought about further criticism, with arguments stating that Tidal is “out of touch” with consumers.

Competitors:

Tidal’s top competitors include Pandora, Spotify and Apple Music.

Social Media:

https://www.facebook.com/TIDAL/?fref=ts

499,000 page likes

https://twitter.com/TIDALHiFi

154,000 followers

https://www.instagram.com/tidal/

162,000 followers

In the News:

  1. Jay-Z’s Tidal Launched in Region (May 26, 2016)

http://jamaica-gleaner.com/article/entertainment/20160526/jay-zs-tidal-launched-region

2. Jay-Z Talks ‘Lemonade’ Cheating Rumors On ‘All The Way Up’ Remix (May 24, 2016)

http://www.vibe.com/2016/05/all-the-way-up-remix-jay-z-tidal/

3. Cultura Profética’s TIDAL Show Delivered A Timeless Experience In The Age Of Immediacy (May 26, 2016)

http://www.vibe.com/2016/05/cultura-profetica-tidal-concert-nyc-review/

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