{"id":6636,"date":"2015-12-09T22:01:56","date_gmt":"2015-12-10T03:01:56","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/tidalforall-or-tidalfornone\/"},"modified":"2015-12-14T17:10:44","modified_gmt":"2015-12-14T22:10:44","slug":"tidalforall-or-tidalfornone","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/tidalforall-or-tidalfornone\/","title":{"rendered":"#TIDALforALL or #tidalfornone?"},"content":{"rendered":"<p>In March 2015, Jay-Z launched his new music streaming service <a href=\"http:\/\/www.tidal.com\" target=\"_blank\">TIDAL<\/a> following his purchase of parent company <a href=\"http:\/\/www.aspiro.com\/\" target=\"_blank\">Aspiro<\/a> in January 2015. It was a highly anticipated launch in the U.S., with Jay-Z promising to create a more sustainable model for the music industry by bringing fans and artists closer together.<sup>1<\/sup><\/p>\n<p>In terms of its business model, TIDAL claims to create &amp; capture value\u2026<\/p>\n<ul>\n<li>For Artists: By eliminating the barriers between artists and fans and by paying higher royalties<\/li>\n<li>For Fans: By delivering an extensive library of high-quality content on-demand.<\/li>\n<\/ul>\n<p>Unlike <a href=\"http:\/\/www.spotify.com\" target=\"_blank\">Spotify<\/a>, its major competitor in on-demand streaming at the time, TIDAL\u2019s revenue model does not include a free, ad-supported version for users \u2013 instead offering two paid tiers:<\/p>\n<ol>\n<li><strong>Premium subscription at $9.99 \/ month:<\/strong> This is very similar to Spotify\u2019s premium option that gives users unlimited access to TIDAL\u2019s content across devices, playlist creation options, and offline listening capabilities.<sup> 1<\/sup><\/li>\n<li><strong>HiFi for $19.99 \/ month:<\/strong> This is TIDAL\u2019s premium option plus high fidelity (higher quality) music delivery in lossless, CD quality in uncompressed sound files (1411 kbps vs. 320 kbps for standard streaming).<sup> 1<\/sup><\/li>\n<\/ol>\n<p>While TIDAL\u2019s business model is admirable, it is struggling to actually operationalize its value creation and capture by transforming its assets into valuable actions. Following are a few examples of TIDAL\u2019s ineffective attempts to align its operating model with its business model:<\/p>\n<p><strong><u>Marketing \/ Launch<\/u><\/strong><\/p>\n<p>In the leadup to TIDAL\u2019s launch, the service was heavily marketed as an alternative to other streaming services in that was the first artist-owned streaming service in the world,<sup>2<\/sup> claiming that it would \u201crestore the value to music by launching a service owned by artists.\u201d<sup>3<\/sup> Employing the hashtag #TIDALforALL, it gave the impression that it was for artists, by artists, and that it would advocate on behalf independent artists struggling to make a living as a result of low compensation from other streaming services.<\/p>\n<p>However, the official launch was a dramatic press conference revealing the artist-owners of the service, which included only heavy hitters like Jay-Z, Beyonce, Alicia Keys, Arcade Fire, Calvin Harris, Coldplay, Daft Punk, Deadmau5, Jack White, Jason Aldean, J. Cole, Kanye West, Madonna, Nicki Minaj, Rihanna, Damian Marley, Indochine, Lil Wayne, and Usher. After a series of unclear messages about TIDAL\u2019s value proposition, these owners signed a vague declaration to \u201cchange the status quo.\u201d<sup>4<\/sup> Hardly struggling artists, this press conference proved inconsistent with TIDAL\u2019s prior marketing messaging, creating skepticism from both the artist community and fans before it even had a chance to succeed. (Click image below to see video of press conference)<\/p>\n<figure id=\"attachment_6667\" aria-describedby=\"caption-attachment-6667\" style=\"width: 3940px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.youtube.com\/watch?v=SifNd8j3Zdc\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6667\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Tidal-Artists-Photo.jpg\" alt=\"NEW YORK, NY - MARCH 30: Usher, Rihanna, Nicki Minaj, Madonna, Dead Mouse, Kanye West, Jay Z, Jason Aldean, Jack White, Daft Punk, Beyonce and Win Butler attend the Tidal launch event #TIDALforALL at Skylight at Moynihan Station on March 30, 2015 in New York City. (Photo by Kevin Mazur\/Getty Images For Roc Nation)\" width=\"3940\" height=\"2141\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tidal-Artists-Photo.jpg 3940w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tidal-Artists-Photo-300x163.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tidal-Artists-Photo-1024x556.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tidal-Artists-Photo-600x326.jpg 600w\" sizes=\"auto, (max-width: 3940px) 100vw, 3940px\" \/><\/a><figcaption id=\"caption-attachment-6667\" class=\"wp-caption-text\">NEW YORK, NY &#8211; MARCH 30: Usher, Rihanna, Nicki Minaj, Madonna, Dead Mouse, Kanye West, Jay Z, Jason Aldean, Jack White, Daft Punk, Beyonce and Win Butler attend the Tidal launch event #TIDALforALL at Skylight at Moynihan Station on March 30, 2015 in New York City. (Photo by Kevin Mazur\/Getty Images For Roc Nation)<\/figcaption><\/figure>\n<p><strong><u>Target User \/ Revenue Model<\/u><\/strong><\/p>\n<p>In an effort to \u201crestore the value to music\u201d<sup>3<\/sup>, TIDAL opted not to offer a free, ad-supported option for users, instead offering two paid tiers. Therefore, the entire revenue model hinges on the number of subscribers that use the service, with 0% coming from ads. This strategy presents a significant concern that the higher price point and the HiFi option provides a more high-quality, luxury listening experience, catering to a smaller part of the market and contradicting the #TIDALforALL goal. In fact, several internet users launched the hashtag #tidalfornone in response to the expensive HiFi pricing tier.<\/p>\n<p><strong><u>Differentiating Offers<\/u><\/strong><\/p>\n<p>With such a competitive streaming landscape, TIDAL needs to differentiate itself to convince users that it is worth paying for. On the surface, TIDAL looks exactly like Spotify\u2019s premium offering, which it is difficult to convince users to switch away from if they have already entrenched themselves in the platform by building playlists and connecting with other users by sharing music. TIDAL\u2019s attempts to differentiate itself have thus far proven ineffective:<\/p>\n<ol>\n<li><u>Exclusive content &amp; videos:<\/u> One of TIDAL\u2019s biggest differentiators is its exclusive content (music and videos) from musicians, athletes, entertainers, and independent artists.<sup>1<\/sup> However, this has not proven enough to lure users away from Spotify (as of September 2015, Jay-Z claims that TIDAL has 1 million subscribers while Spotify has over 75 million active users and over 20 million subscribers).<sup>5,6<\/sup> In addition, while exclusive content may be value-creating for individual streaming services, the practice is value-destroying for consumers as a whole if they cannot find all the content they want on one service. Instead, it forces consumers to sign up for TIDAL to stream Prince<sup>7<\/sup> and Apple Music to listen to Taylor Swift<sup>8<\/sup>, even if they manage the rest of their streaming libraries elsewhere. As Alice Enders, a London-based music industry analyst commented, \u201cWhen you make music, your goal is to get it everywhere, not to make it exclusive.\u201d<sup>9<\/sup><\/li>\n<li><u>HiFi<\/u> \u2013 It is unrealistic to expect the general public to spend $20 \/ month on high fidelity music when they likely cannot tell the difference in sound quality and when they are largely accustomed to consuming music for less than or equal to half of that price.<\/li>\n<\/ol>\n<p><strong><u>Finances &amp; Royalties<\/u><\/strong><\/p>\n<p>Lastly, TIDAL claims to pay artists higher royalties than competitive streaming services, however its royalty payment structure is very similar to Spotify\u2019s, differing by only 5% in payments to rights owners (labels, publishers, artists):<\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/TIDAL-royalties.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6498\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/TIDAL-royalties.png\" alt=\"TIDAL royalties\" width=\"4558\" height=\"720\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/TIDAL-royalties.png 4558w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/TIDAL-royalties-300x47.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/TIDAL-royalties-1024x162.png 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/TIDAL-royalties-600x95.png 600w\" sizes=\"auto, (max-width: 4558px) 100vw, 4558px\" \/><\/a><\/p>\n<p><sup>Source: TIDAL website<\/sup><\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Spotify-Royalty-Formula.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6513\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Spotify-Royalty-Formula.png\" alt=\"Spotify-Royalty-Formula\" width=\"944\" height=\"244\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Spotify-Royalty-Formula.png 944w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Spotify-Royalty-Formula-300x78.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Spotify-Royalty-Formula-600x155.png 600w\" sizes=\"auto, (max-width: 944px) 100vw, 944px\" \/><\/a><\/p>\n<p><sup>Source: Spotify website<\/sup><\/p>\n<p>This means that artist compensation hinges on TIDAL getting enough paid subscribers to generate enough revenue to do so, as well as an artist&#8217;s relative popularity on the service. However, there is no real value-add aside from exclusive content that will encourage enough users to subscribe to TIDAL. Fairly paying artists is not in itself a good incentive for consumers to pay for TIDAL instead of using other services.<\/p>\n<p>Unfortunately, TIDAL has thus far failed to effectively align its operating model with its business model in order to create and capture value from artists and users. If it wants to be successful in the future, it needs to better define its target user, refine its differentiating offers to actually compel more people to pay for subscriptions, and revamp its royalty structure to actually benefit artists who need it.<\/p>\n<p>Footnotes \/ Sources:<\/p>\n<ol>\n<li>TIDAL Website: <a href=\"http:\/\/tidal.com\/soc\/\" target=\"_blank\">http:\/\/tidal.com\/soc\/<\/a><\/li>\n<li>GPB News \u201cJay Z\u2019s Music Service, Tidal, Arrives With A Splash, And Questions Follow:\u201d <a href=\"http:\/\/www.gpb.org\/news\/2015\/04\/01\/jay-zs-music-service-tidal-arrives-splash-and-questions-follow\" target=\"_blank\">http:\/\/www.gpb.org\/news\/2015\/04\/01\/jay-zs-music-service-tidal-arrives-splash-and-questions-follow<\/a><\/li>\n<li>The Verge \u201cJay Z relaunches Tidal with music\u2019s biggest artists as his co-owners:\u201d <a href=\"http:\/\/www.theverge.com\/2015\/3\/30\/8314833\/tidal-jay-z-streaming-music\" target=\"_blank\">http:\/\/www.theverge.com\/2015\/3\/30\/8314833\/tidal-jay-z-streaming-music<\/a><\/li>\n<li>Forbes \u201cThe Tidal Launch: Here\u2019s The Declaration That All The Stars Signed:\u201d <a href=\"http:\/\/www.forbes.com\/sites\/hughmcintyre\/2015\/04\/02\/here-is-the-declaration-that-all-those-stars-signed-at-jay-zs-tidal-launch\/\" target=\"_blank\">http:\/\/www.forbes.com\/sites\/hughmcintyre\/2015\/04\/02\/here-is-the-declaration-that-all-those-stars-signed-at-jay-zs-tidal-launch\/<\/a><\/li>\n<li>Fortune \u201cJay Z\u2019s Tidal Names Yet Another New CEO:\u201d <a href=\"http:\/\/fortune.com\/2015\/12\/02\/jay-z-tidal-ceo-soundcloud\/\" target=\"_blank\">http:\/\/fortune.com\/2015\/12\/02\/jay-z-tidal-ceo-soundcloud\/<\/a><\/li>\n<li>Spotify Press Information: <a href=\"https:\/\/press.spotify.com\/us\/information\/\" target=\"_blank\">https:\/\/press.spotify.com\/us\/information\/<\/a><\/li>\n<li>Pitchfork \u201cPrince Removes Discography From All Streaming Services Except Tidal:\u201d <a href=\"http:\/\/pitchfork.com\/news\/60210-prince-removes-discography-from-all-streaming-services-except-tidal\/\" target=\"_blank\">http:\/\/pitchfork.com\/news\/60210-prince-removes-discography-from-all-streaming-services-except-tidal\/<\/a><\/li>\n<li>Tech Times \u201cTaylor Swift Attacks Spotify Again While Praising Apple:\u201d <a href=\"http:\/\/www.techtimes.com\/articles\/75173\/20150813\/taylor-swift-attacks-spotify-again-while-praising-apple.htm\" target=\"_blank\">http:\/\/www.techtimes.com\/articles\/75173\/20150813\/taylor-swift-attacks-spotify-again-while-praising-apple.htm<\/a><\/li>\n<li>Bloomberg \u201cThat\u2019s Business, Man: Why Jay Z\u2019s Tidal Is a Complete Disaster:\u201d <a href=\"http:\/\/www.bloomberg.com\/news\/features\/2015-05-28\/why-jay-z-s-tidal-streaming-music-service-has-been-a-disaster\" target=\"_blank\">http:\/\/www.bloomberg.com\/news\/features\/2015-05-28\/why-jay-z-s-tidal-streaming-music-service-has-been-a-disaster<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>In spite of its admirable business model, TIDAL struggles to differentiate in the right ways to deliver value to artists and fans.<\/p>\n","protected":false},"author":402,"featured_media":6637,"comment_status":"open","ping_status":"closed","template":"","categories":[320,1029,119,249,147,1028],"class_list":["post-6636","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-ineffective","category-jay-z","category-loser","category-music","category-streaming","category-tidal"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/the-tom-challenge-tom-winners-and-losers-assignment\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>#TIDALforALL or #tidalfornone? 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