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  • Is Tidal’s popularity already on the ebb?
  • Is Tidal’s popularity already on the ebb?
    Garry Knight, Creative Commons (2013) ©
CASE STUDY

Tidal: premium streaming for Gen iPhone

In March 2015, a little-known boutique music streaming service became the most talked about thing in the music press. Jay Z’s acquisition and relaunch of Tidal was met with ambivalence at best, ridicule at worst. Yet beyond the uproar, Tidal provides clues about how people like their music.

Location United States

Scope
In March 2015, what was once a boutique music streaming service barely known outside of Scandinavia became the most talked about thing in the music press. Jay Z’s $56 million acquisition and re-launch of Tidal has garnered an overwhelmingly negative response; fans of artists involved reportedly ‘hate’ the service, while Mumford & Sons called the Tidal bunch “new school fucking plutocrats.” [1][2]

The rapper’s aspirations for Tidal are lofty. Jay Z wants to revolutionise the way the music industry does business in order to create a better service for fans and a fairer deal ...

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