Creator-owned content is the dream for any artist, and for musicians that dream became a reality with the launch of the music-streaming service Tidal.
Tidal launched in 2014 in Norway, only for Jay-Z to scoop it up within six months. The rapper announced Tidal in a press conference flanked by 16 musicians who were stakeholders in the business, including Mrs. Z herself, Beyoncé.
The service gained 100,000 users after the initial press conference. It's available in 53 countries and boasts over 3 million subscribers, which all sounds like a booming success.
From the outset, though, the service was hit with heavy criticism. USA Today released an article of "three reasons why" the service was "stupid," focusing on the bold fee of $20 a month, which mostly rested on subscribers wanting a better sound quality — which most claimed the fans wouldn't even notice.
More concerning, though, are the questions around Tidal's numbers. Norwegian paper Dagens Naeringsliv reported in May 2018 that Tidal artificially boosted figures for Kanye West's "The Life of Pablo" and Beyonce's "Lemonade" by 300 million. Tidal also served legal notice over the supposed user base prior to Jay-Z's purchase, saying that audits fell "well below 540,000 reported."
West has since pulled out of Tidal and sued for $3 million. The company now faces a Norwegian police investigation and a Danish audit of their data.