Can Kanye West Keep Tidal Afloat?

March 03, 2016 - By: Sarah Hovis

 Kanye West has a knack for grabbing headlines. From
causing controversy, dabbling in
dropping albums, and declaring via Twitter he has
$53 million of personal debt (paging
Mark Zuckerberg!) he makes his presence known. Now Kanye can add another talent to his resume: Tidal’s savior. Here’s a recap:
Tidal is a subscription-based music streaming service acquired in March 2015 by entertainment mogul Jay Z. Right away some of the music industry’s biggest names—Beyoncé, Madonna, Jack White,
and Kanye—jumped on board
“the first artist-owned global music and entertainment platform.” At the time a
Fortune article said the idea for the platform was to ‘tip the music business’ scales in favor of the artists who have a stake in the company.’ But by June, the fanfare had fizzled and new competition from
Apple Music had emerged. Fast forward to the 2016 New York Fashion Week when Kanye debuted his latest album, “The Life of Pablo,” during his art performance/fashion show at Madison Square Garden. and announced that the album was a Tidal exclusive. Then he took it one step further by saying
that the album would never be available anywhere but on Tidal. That’s right you can’t even physically buy it. With that
declaration, global interest in Tidal increased
more than doubling its subscribers to 2.5 million users. Even
app sales got a boost as fans clamored to hear the record. It’s still too early to tell if interest will taper off again, but for now, Kanye seems to be the lifeline Tidal needed to keep paddling. Tell us in the comments what you think about the Kanye effect. Photo via: