#Tidal – Guru Hov’s Ethical Music Business Model
Initially I had no idea what Tidal was, I remember seeing the #tidal and hearing the whispers and shared facebook articles but always having the air of whatever attached to my reaction. To me it seemed that it was yet another Jay-Z business venture, I didn’t quite understand what the vision was because in all honesty I didn’t understand streaming and the fuss surrounding it.
Mediums like Spotify get used when I’m at work, whilst sat at my desk and wish to listen to something quite old or an album that is causing quite a stir, which I don’t wish to buy but would like to listen to. I attribute Spotify for allowing me to stream Haim’s album whilst enjoying the free trial sometime last year but apart from that I’m not much of a fan. The ads are quite annoying, the membership asking price is too much to justify for getting rid of them and streaming music on the go would consume a big chunk of my mobile data.
Tidal to me was another one of those streaming ventures that you heard about in the sponsored ad on your facebook and twitter feed like Pandora, Deezer etc. The point where I realised that it was no longer a myth was when I saw their promotional video with all the cross genre superstar brands sitting around a table and arriving in blacked out minivans. This time around I was like “why is the membership so much?”, I don’t listen to these artists much to pay double what the last one was asking for, what do I get in return?
I’ll be honest to state that I’m not in touch with mainstream music, movements and artists anymore because I consume 90% of new, emerging and existing music on Soundcloud i.e Migo and Young Thug were never my cup of tea until I heard those Lakim remixes and all that changed. Although I don’t understand what they’re saying, I pretty much know them and enjoy their song through the music. Unless a story hits Complex news, Fact or is displayed on GRM Daily chances are it’s not news worthy to me, so I’m blind to mainstream culture as I no longer consume content through the mainstream TV or Radio. Those days are over.
It’s fair to say that a lot of Kanye, Jay-Z, Beyonce and Rhi Rhi activity is no longer on my radar to want to jump into Tidal but I respect the move Jay-Z played. In an era where we make ethical decisions on what we eat, wear and how we travel, why not for how we consume our music? If Tidal ensures that artists get the majority share rather than the left overs once the non creatives have taken their slice, then support the artists standing up and taking the leap of faith to support something spearheading the revolution. There’s a lot of parody vids and articles shining a light on the negative sales, the slow transition but we’ve got to understand that it’s still early days. If they’ve already begun dropping exclusive content to Tidal, who knows how the game could change come next year…
After a conversation with my brother yesterday evening it’s fair to say that when Guru Hov drops those bars I run to listen because there’s no compare. This Tidal moment of his recent B-Side concert is the moment my super hero, hip hop saviour has resurfaced. I can honestly say that watching the short clip of the Bleek, Beans and Freeway part made me feel as though I were watching Fade To Black. I may have to look into getting myself onto Tidal…