Call it the best customer service ever. Users of Tidal—Jay Z's new streaming service that's being backed by Madonna, Jack White, Rihanna, Arcade Fire, Beyoncé (duh) and more—are now getting personal "thank you" calls from the artists backing the site.
Business Insider reports that Jay, Jack and other (unnamed) all-stars are reaching out to fans using the service to express gratitude. And what are they talking about? Perhaps Jay's detailing his fatherhood experiences to a new dad in Arkansas, who later asks if he can put Blue Ivy on the phone and then is promptly hung up on. Or Jack White's gritting his teeth as a girl in Illinois tells him how she bought his new album in the vinyl section of Urban Outfitters. Oh, the possibilities!
The PR-friendly news comes as Tidal continues to play defense against waves of criticism. Death Cab for Cutie's Ben Gibbard said that Jay "blew it" as a chance to stand for up smaller musicians, Lily Allen argued the higher price could send users "back to pirate sites in droves," Marina & the Diamonds added that the artists involved "don't represent a broad spectrum of the artist community," while Mumford & Sons expressed their thoughts on the service with "a series of loud fart sounds," according to The Daily Beast. Who knows who'll come swinging for Hov next...
Tidal has already brought out droves of exclusive content (including archive-digging performance footage, films, music video teasers and exclusive new singles, like Rihanna's anthemic "American Oxygen"), but the overall kickoff has been stormy, to say the least. Will phone calls from Jay and his famous buddies be enough to turn the...tide...around?