Kanye west tidal album9/16/2023 ![]() “The Avengers of Music”, as one of Daft Punk put it in the clip’s only moment of intentional comedy, passed a mic around a table and took turns to say what they loved about “this historic day”. It’s an incredible short that goes toe-to-toe with the live launch, one ridiculous moment at a time. The “lossless audio” sales pitch was most passionately delivered in a moody trailer that played at the end of the launch ceremony and was subsequently shared online afterwards, as all moments of cavalier delusion should be. Never mind that the difference between the two is hardly audible without premium speakers or headphones – that hardly lined up with the #TIDALforAll narrative, so the team bravely stuck to the script regardless. Yes, TIDAL was going to cost more than other streaming services ($19.95 compared to Spotify’s $9.99 premium subscription), but that wasn’t only in order to pay the artists more it was to deliver greater sound quality – essentially that of CDs rather than MP3s. To double down on the disingenuousness, the TIDAL owners couldn’t stop talking about the high fidelity audio that their platform offered. But flanked by the biggest selling artists in the world not getting paid enough, it looked a bit greedy guts, didn’t it? A lone Jay-Z fronting a campaign to get artists paid fairly – we could have almost bought that he was doing that for Thee Oh Sees as much as himself. And then there was the other camp, who probably would have backed TIDAL’s plight against the unfair payouts that artists were receiving from streaming (and continue to receive), although not when it was coming from Alicia Keys, Arcade Fire, Beyoncé, Calvin Harris, Chris Martin, Daft Punk, Jack White, Jason Aldean, J Cole, Jay-Z, Kanye West, deadmau5, Madonna, Nicki Minaj, Rihanna and Usher. Capitalism is capitalism, and why should Jay-Z, Kanye and deadmau5 get more shit than a group of tech moguls for making mountains of cash this way, beyond the obvious reason that deadmau5 was involved? I mean, hey, at least this music platform was owned by musicians… and deadmau5. There were two camps to choose from: those who felt that Jay-Z buying a Norwegian streaming service for $56.2 million and asking his millionaire mates to chip in as co-owners to create “THE WORLD’S FIRST ARTIST OWNED STREAMING SERVICE” was nothing to be sad about. You don’t look back at the launch of TIDAL, re-watching the event in full on YouTube, and think, ‘at the time this seemed full-tilt Tom Cruise, but y’know what, they were totally right they called it fair play’ you think, ‘do they know this video is still online?’.Īlthough you’ve still never met anyone who uses TIDAL, in 2015 everyone had an opinion on it. It was a confusing spectacle that hasn’t mellowed over the last 5 years. The crowd that attended the launch of streaming service TIDAL on 30 March 2015 were not an enthusiastic bunch, despite what they would see that night, or perhaps because of it. ![]() ![]() It was actually an old train station in the middle of Manhattan, but with enough money you can turn any space into a corporate awards evening that employees are forced to attend to cheer them up a bit. ![]()
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