The implications of the latest and much maligned business venture Tidal by mogul Shawn Carter, aka Jay Z, are of historic proportions. At the core of all things business-related are of course the keys of life: money, power and respect. But along with these comes an additional tenet, that being control.
To the public, Tidal is a subscription-based music streaming service, combing audio and high definition music videos with curated editorial and high-end exclusive content to warrant the monthly fee. The service has over 30 million tracks and 75,000 music videos in their library. Tidal offers what is professed to be the highest percentage of royalties to music artists and songwriters within the music streaming market, and for good reason. Tidal is an artist majority-owned company with partners including Jay Z, Beyonce, Usher, Madonna, Rihanna, Kanye West, Alicia Keys, Nicki Minaj, Daft Punk, Jack White, Arcade Fire, Alicia Keys, Chris Martin, Calvin Harris, deadmau5, Jason Aldean, J. Cole and Damien Marley, the newest member.
May 16 at Pier 48, for the Tidal X: Jay Z B-Sides concert, Jay Z explained, “Don’t go with the flow … be the flow. When they wouldn’t give me a record deal, I started my own company. This Tidal thing is about the music! We’re gonna preserve the music. We ain’t gonna let nobody offer our music up and do what they wanna do with it. ” Then, in a Jigga-esque a cappella, he spit:
“You know I came in the game independent right?, Tidal, my own label, is the same difference
“Oohhh ni#$as is skeptical when it’s their own ish, you bought 9 I Phones and Steve Job’s rich
“Phil Knight’s worth trillions you still bought those kicks, Spotify’s Nine Billion they ain’t said ish
“Lucy they got some ‘xplain to do, the only one the hatin’ on looks the same as you
“That’s cool, I know they trying to bamboozle you, Spending millions on media trying to confuse you
“I had to talk to myself, Hov you used to it …. It’s politics as usual.”
Fast-forward to Oct 20, with 1 million subscribers in tow, an all-star fundraising concert, titled “Tidal X: 1020 Amplified by HTC,” was held at the Barclays Center. Proceeds of the live gate benefitted the community charity New World Foundation, with Tidal offering to match the dollar amount.
Touching down for the jam session-styled program was Beyonce, Usher, T.I., Nas, Nick Jonas, Rick Ross, Lil Wayne, Meek Mill, Damian Marley, French Montana, Vic Mensa, Bas, DJ Khaled, Thomas Rhett, Indochine, Alessia Cara, Nicki Minaj and Brooklyn natives Justine Skye, Flatbush Zombie and Fabolus. By the live and social media consensus, the highlights of the night was the faceoff duet of “Feelin’ Myself,” with Beyoncé and Nicki Minaj.
Although he was advertised, Prince didn’t perform. That would’ve surely brought the house to a standstill. But as a consolation, however, we can look forward to the next go-round. Jay promised the capacity crowd that he planned to run that or, in layman’s terms, give a repeat performance, as in annual. See y’all next year, BK!
Over and out. Holla next week. Till then, enjoy the nightlife.