The message behind Tidal’s massive media push was the need to put power (and money) back into the hands of artists—“Tidal For All.” But with a lineup of superstar endorsers like Madonna, Nicki Minaj and Kanye West, people began to question why these millionaires needed anything more from us, especially that steep $20 per month price tag. Now, just two weeks after its initial launch, Jay Z’s streaming app has fallen out of the iPhone top 700. (Ouch.)
Meanwhile, its direct competitors Spotify and Pandora have experienced a surge in sales, landing comfortably in the no. three and no. four spots on the U.S. iPhone revenue chart. It appears that Tidal’s attempt to attack these popular services during their marketing campaign has completely backfired.
This really comes as no surprise, considering the holes—or giant craters—in Tidal’s central mission. In our interview with Froot crooner Marina Diamandis, she said Tidal felt “corporate,” suggesting the included musicians were more like businesses than the struggling artists they wanted us to feel sorry for. (We agree.)
Even Tidal’s attempt to release exclusive, member-only material has fallen flat; Rihanna’s “American Oxygen” video first premiered on the streaming service, but within a few days was released for all non-Tidal users, as well. (Not the best business model, y’all.)