Did Jay-Z Go Too Far With The Celebrity Marketing?
In celebrity business and branding, the Carters are King and Queen. So it wasn’t surprising at all when yesterday Jay-Z made a huge buzz by launching TIDAL With 16 Artist Stakeholders
Shawn Carter himself, Beyonce, Rihanna, Kanye West, Jack White, Arcade Fire, Usher, Nicki Minaj, Coldplay, Alicia Keys, Calvin Harris, Daft Punk, deadmau5, Jason Aldean, J. Cole and Madonna are all part of this new streaming venture.
Read more : Beats By Dre : Celebrities Are Taking The Pill
Have you seen the Tidal promotional video ? If you did not, hurry up and watch it >> HERE . It’s HILARIOUS. All those celebs taking themselves way too serious while talking about ART & HUMANITY (thank you Madonna for that deep though)
Jay-Z really bid on the power of celebrity this time. And we all know how huge tool it can be. But today, celebrities real power is given through the Internet and social media. Then using celebrities with real credibility in the music industry is not enough anymore. Madonna or Chris Martin are real icons, but missing from the list are Justin Bieber, One Direction and Taylor Swift. They’re the one that will bring the huge amount of audience Mr. Carter is probably looking for. And that audience are teens. I am not sure they have 20 $ to put on yet-another-not-so-innovative music app.
But enough with the Marketing BullShit part. Is Tidal really the future of digital music Industry ?
“Tidal is the future”, while based on old Spotify code” AH!
Tidal’s a streaming music service that prides itself of being twice as expensive as the competition – Spotify, if we need to name it.
Here’s Jay-Z plan :
Billboard has learned that each artist was offered a 3 percent stake in the company in order to secure exclusives that, Roc Nation is hoping, will drive consumers to subscribe at $19.99 per month for high-def audio, or $9.99 for a standard-definition tier. Billboard.com
But are people really are willing to pay 20 bucks when they can have the exact SAME service for only 9 $ ?Is Tidal really changing the game ?
All you need to do is to listen to the sweet whispering onto social medias and you’ll have your answer.
People are already breaking it on the Internet but not in the way Mr Carter would predict.
The #ANTITIDAL Internet Reaction
Black community, social inequality, and a too expensive service are the main reactions to the launch of the new music streaming service by Jay-Z.
Here’s my sweet hater tweet selection. Hope it’ll make you start the day with a good laugh.
Ace (@shubster_ALI) March 31, 2015
MR. COFFEE MAN (@IAMJBOSSALINI) March 31, 2015
If you actually cared about your art and you want fans to be able to experience it, you wouldn't make them pay a shit ton of $ #TIDALforALL—
Alyssa Miller (@alicity13) March 31, 2015
TO00 (@t3mzilla) March 31, 2015
tyasia (@tyasiadupree) March 30, 2015
Samari Rose (@xoxsimply_mee) March 30, 2015