Jay Z isn’t really a big social media guy. He uses Twitter strategically. Sunday afternoon, he logged on to respond to criticism his streaming subscription-based music and video service, Tidal, has been receiving.
Since its launch in March, Tidal has received a ton of bad press, including some labeling it as a flop and predicting its demise.
Using the hashtag #TidalFacts. Jay Z assured his followers that “Tidal is doing just fine”
Stream of consciousness coming in 5, 4, 3, 2… #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
Tidal is doing just fine. We have over 770,000 subs. We have been in business less than one month. #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
The iTunes Store wasn’t built in a day. It took Spotify 9 years to be successful…
— Mr. Carter (@S_C_) April 26, 2015
We are here for the long haul. Please give us a chance to grow & get better. #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
There are many big companies that are spending millions on a smear campaign. We are not anti-anyone, we are pro-artist & fan. #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
We made Tidal for fans. We have more than just music. We have video, exclusive concerts, tickets for events early, live sports!…
— Mr. Carter (@S_C_) April 26, 2015
….Tidal is where artists can give their fans more without the middlemen. #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
Indie artists who want to work directly w/ us keep 100% of their music. “If you don’t want the CEOs all in the videos” haa #tidalfacts
— Mr. Carter (@S_C_) April 26, 2015
That was a Suge Knight reference. Nicely played Mr. Carter
Tidal pays 75% royalty rate to ALL artists, writers and producers – not just the founding members on stage.
— Mr. Carter (@S_C_) April 26, 2015
Rich getting richer? Equity values… YouTube $390 billion. Apple $760 billion. Spotify $8 billion. Tidal $60 million. #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
My cousin just moved to Nigeria to discover new talent. Tidal is a global company.
— Mr. Carter (@S_C_) April 26, 2015
Ummmm that was random…
We have Tidal X – it supports artists by giving them a platform to connect with their most loyal fans. Tidal is for all. #Tidalfacts
— Mr. Carter (@S_C_) April 26, 2015
Our actions will speak louder than words. We made Tidal to bring people the best experiences…
— Mr. Carter (@S_C_) April 26, 2015
and to help artists give that to their fans over and over again…
— Mr. Carter (@S_C_) April 26, 2015
We are human (even Daft Punk ha). We aren’t perfect – but we are determined. #TidalFacts
— Mr. Carter (@S_C_) April 26, 2015
The problem with Tidal in my opinion, is it hasn’t given fans a reason to pay premium subscription rates. Gathering the world’s biggest music stars, and using the message that it’s about millionaire artist being paid fairly isn’t really going to move the needle.
A better approach would be to say the service is for the superfan, who wants to get closer to their favorite artist through exclusive releases, shows, and maybe even a phone call from your favorite. All things the service offers, and things that might move people to pay that $19 per month fee.
