Tidal Wave: Beyoncé, Prince & Flipping The Streaming Wars Script
In the span of 72 hours last week, Tidal, the music service owned by Jay Z and promoted by his stable of super-friends, transformed from a Twitter punchline to a legitimate challenge to the streaming crown—in terms of public perception, if not actual subscriber numbers. And all it took was a shocking death and shockingly competent album launch.
Last Thursday afternoon (April 21), Prince passed away at the age of 57… and as a result of the public mourning that took place online, music fans flocked to Tidal, the exclusive streaming home of the Purple One’s entire catalog. Tidal’s high ranking in the App Store following Prince’s death suggested a bump in subscribers, and that spike continued when Beyoncé unveiled her Lemonade album on Saturday night (April 23) immediately following the airing of her HBO special.
Lemonade made its way onto iTunes roughly 24 hours later, but its $17.99 sticker price (the same price of a download on Tidal) naturally encourages Beyoncé fans to pay $9.99 for a monthly premium subscription to Tidal, which will remain the exclusive streaming home for the full-length. “Tidal will be the only destination for subscribers to stream the complete visual album's songs and videos offline, taking Beyonce’s journey on the go, without the need to download the experience,” a rep for Tidal says in a statement.
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