What do Jay-Z, Kanye West, Daft Punk, Madonna, Chris Martin, Beyoncé, Calvin Harris and Nicki Minaj have in common?
If you answered “They don’t make enough money,” you’re right! I can’t imagine another possible reason why Jay-Z would spend $56 million on a streaming app that costs listeners between $9.99 and $19.99 a month. It’s called TIDAL, and Jay-Z promises it’s going to change the game… or at least make it more expensive.
Jay-Z and his poor, defenseless superstar friends toasted to a new era (with champagne, duh), in which mere mortals will give up their free Spotify accounts (and/or stop illegally downloading music) and pay for a higher quality version of that same music (which they will ultimately listen to through the shitty speakers on their laptops). The promotional video looks like a backwards meeting of the League of Justice.
In addition to the promo vid, there was an equally ridiculous press conference, at which the stars signed a piece of paper and Madonna put her leg up on a table for some reason. The League of Justice stood on stage and nodded smugly. Those whose private jets were in the shop appeared via webcam.
Listen, I’m all for artists getting paid an appropriate amount of money for their music, but a glossy, star-studded video in which the industry’s richest and most powerful heavy-hitters gather at a fancy house to discuss their art over champagne is not the way to convince regular folks this app is the way of the future. Get a clue, J.