Tidal arrived on the scene as a lost cause, and it doesn’t look like it’s getting any better. They’ve failed to gain traction with users, and have resorted to gimmicky marketing tactics to hold onto the ones they have. The only thing that Tidal really has going for it is the promise of exclusives from some of the world’s biggest artists, but that doesn’t seem like a sustainable business model. Their two biggest gets so far — Rihanna’s new song “American Oxygen” and Beyoncé’s “Die With You” home video — leaked elsewhere within minutes, leaving users with no need to sign up for the streaming service. But could one good exclusive turn things around?
Probably not, but it seems like Tidal is going to keep trying anyway. DJ Skee reports in a new video that sources have said that the long-rumored Beyoncé/Jay Z joint album is nearing completion, and will be a Tidal exclusive upon release. That move certainly makes sense, and if there’s one factor that could turn things around it’s the promise of new Beyoncé, but it doesn’t seems like it’s too late to make an impact. Skee also notes that he’s heard that Tyler, The Creator’s Golf Media app managed to pull in more paying subscribers on its first day than Tidal did, even with a minimal amount of marketing and no celebrity pull. If that’s true, it doesn’t bode well for the future of Tidal, Beyoncé/Jay Z album or no.