Photo: Youtube
Jay Z's streaming service Tidal has responded to criticism that it only benefits established performers, with a representative declariing "there is some bravery for what these artists are trying to do."
Tidal, the music subscription service Jay Z acquired for $56 million, was launched with huge fanfair this week in New York, with an Illuminatii worthy lineup including Rihanna, Kanye, Madonna, Jack White and Daft Punk. However, criticism for the service has been considerable, particularly amongst those who believe that this is a service devised around making rich artists richer.
Asked about this view that this is a service for "music's 1%" by Billboard, Vania Schlogel, Tidal's chief investment officer and chief industry liaison said: "I would almost say it’s the reverse of that".
"Ok, these are established artists who care enough about the sustainability of the industry, stepping out on a limb and doing this," he continued. "Of course there are going to be people who are cynical. But look, at the end of the day, if any established artist goes out and gets an endorsement deal -- no one’s gonna criticize them for that because that’s how they make money. But if an established artist goes out and steps outside of the box and says, 'I’m trying something different,”' that invites criticism."
He added: "There is some bravery for what these artists are trying to do. Its not to fill their own pockets, it’s to create a sustainable industry."
Watch footage of the launch below
Schologel also said the trickle down effect would also benefit independent artists. "If we’re not treating music like a loss leader, then that’s good for indie artists, emerging artists, songwriters, producers. Music is a whole industry and it takes money. The reality is it takes money to create music."
In the interview Scholgel also said that Tidal is working on how the service is going to evolve (they are working on additional features) and how royalty rates will be higher on a per stream basis as there is no free option. Speaking about Daft Punk giving access to their rare Electroma film "This isn’t about the artists trying to make money, this is about the artists trying to say, “You know what? The world catalog of music is at your fingertips. Yes, that’s something that, if you really care about the music and the artists you support, then you’re gonna want to subscribe to this service or other services instead of pirating their music.”
In a presentation on 30 March, Jay Z brought out on stage Beyonce, Arcade Fire's Win Butler and Regine Chassagne, J Cole, Jason Aldean, Daft Punk, Kanye West, Jack White, Madonna, Rihanna, Nicki Minaj, deadmau5, Usher joined them on platforms. Calvin Harris and Chris Martin joined remotely.
The assembled group arranged themselves behind a message which read: "We come together before you on this day, March 30, 2015, with one voice in unity, in the hopes that today will be another one of those moments in time. A moment that will forever change the course of music history. For today we announce the launch of Tidal, the first ever artist-owned, global mnusic and entertainment platform."
Below: Watch the trailer for Tidal #TidalForAll
Tidal has over 25 million tracks, 75,000 music videos and curated articles which can be accessed starting from £9.99 per month.
