Over the weekend, Roc Nation tweeted Jay Z (Shawn Carter) would be making a big announcement on Monday, March 30, 2015. What many did not know, Jay Z was going to make history.
Stemming from his business acquisition of a $56 million dollar streaming company he recently purchased, Jay Z basically made a huge "Tidal" wave in the music game.
This was well done and well planned. To market the coming of Tidal, a video was released early in the morning, it didn't give too much details but created suspense and broke the internet. From there, Jay Z shut it down.
With the collaboration of all music genre which was genius, Jay Z is changing the game and giving musicians their rights back. On Monday (March 30, 2015) Jay Z stood alongside musicians like himself which included: Kanye West, J Cole, Rihanna, Madonna, Nicki Minaj, Daft Punk, Jason Aldean, Alicia Keys, of course his wife Beyonce and more to introduce Tidal; a music streaming company that will be owed by the artists who make music for people to enjoy. Jay Z gave musicians back their power yesterday, to have some form of control over the business aspect of their music and how it is digitally manufactured. One by one, with Jay Z moving the chess piece first, they all signed and made a declaration towards a new movement.
In an interview last week, Jay Z explained what the purpose of Tidal is and the benefit of showing musicans that they are appreciated and valued.
"This is a platform that’s owned by artists," Jay Z said. "We are treating these people that really care about the music with the utmost respect."
During the signing, Jay Z did not say anything and moved like a quiet storm. However, Alicia Keys made a comment about the evolution that was taking place in music.
"To forever change the course of music history."
So, what is Tidal? And what changes will it bring?
According to a business article: Tidal, which makes millions of songs and thousands of high-definition videos available in 31 countries, will have no free version. Instead, it will have two subscription tiers defined by audio quality: $10 a month for a compressed format (the standard on most digital outlets) and $20 for CD-quality streams.
In an interview, Jay Z gave an interesting analysis comparing music to water, the need for both of them but somehow, people don't want to pay for music but will pay for water although it's free. Basically, if you want quality, you have to pay for it just like with music.
"The challenge is to get everyone to respect music again, to recognize its value," said Jay Z. "Water is free. Music is $6 but no one wants to pay for music. You should drink free water from the tap — it’s a beautiful thing. And if you want to hear the most beautiful song, then support the artist."
Things that make you go hmmm.
After Tidal was launched, the musicians and all those involved used the platform of social media to go hard and market it with the hashtag: #TidalForAll. They basically took over the internet.
Business analysts stated, Jay Z will face some challenges with other competitors such as: Apple, Spotify, Google and etc. But HOV remains confident in his new business venture and sees no competition.
"I just want to be an alternative," Jay Z said. "They don’t have to lose for me to win."