Music lovers of today want their music in two ways… new and now. Their wishes have been granted. With the growing number of music-streaming services like Pandora, Spotify and Google Play All Access, we knew there would be new platforms to likely pop up on the market. Tidal, one of the most talked about topics on Twitter, the brainchild of rapper, Jay-Z, and the newest to the music-streaming family confirmed that our predictions were true.
Claimed as “the future of streaming”, it’s full access to high quality music, high-definition music videos, curated editorial and exclusive access to limited music released by the world’s top-charting artists makes it seem like the holy grail of ad-free streaming services. Yet, many aren’t willing to pay the premium $9.99 a month fee. Whether you’re for or against, one can’t deny that the launch of Tidal was more impressive than any of it’s other aspects. Here are the undebatable three major factors that make the Tidal launch a marketing success:
Unity for Diversity
Beyoncé, Jack White, Calvin Harris, Madonna, Nicki Minaj, Rihanna and Usher to name a few, are all aboard the Tidal wave. This is the first time a genre-spanning group of top-charting artists came together as one to promote a single product. Pitched to the world not as an app, but as a revolution, as a movement and as an experience. “It’s about putting art back into the forefront. It’s about bringing humanity back to being an artist. Not technology. Art”, says Madonna in their two-minute Facebook ad. Consumers are invited to be a part of something bigger than just another download. With many, if not all of these artists having a massive fan-base behind them, their collaboration for this launch reached lovers of all kinds of music. Not to mention, the availability in countries outside of the United States, including Poland, Germany, Hong Kong and Austraila. On March 30, amazing photos and short videos of our favorite artists having a blast together have flooded social media with the hashtag #TidalForAll. This undoubtedly raised eyebrows, appealed to a diverse audience and drove potential consumers to Tidal’s website.
The Art of Teasers
To be the first to hear and talk about the next big hit in music is what the Millenial music craze is all about. Who doesn’t want exclusive music and exclusive content straight from the artist? With Tidal you’ve got it. Teaser videos of unreleased music videos, behind the scene footage and exclusive music from the likes of Rihanna, Alicia Keys, Daft Punk and Beyonce appeared and only Tidal users can get full access. Snippets of exclusive content from individual artists continue to hit social media each day and it isn’t coincidental that it’s happening during the first week of the launch. For the same reasons movie trailers and cliffhangers are successful, the art of the music teaser is what’s pushing consumers from the stage of contemplation to purchase. Many of the Tidal-supporting artists are producing musical exclusively for those who dare to download the app. This tactic has had a major impact on die-hard fans and music lovers.
Breaking the Norm
In the beginning stages, Pandora and Spotify both launched TV ad campaigns that were consumer-focused in attempts to become household names across America. Their messages highlighted the “freemium” options, the power of customization and featured content through the voice of the listener.
Tidal did something completely different with their launch. Their message spoke through the voice of the artist. If you’ve heard about the fiasco with Taylor Swift pulling her music from Spotify, you’ll understand why the support of artists is imperative. Having the same compatibility of other music streaming services and potentially more, Tidal did not make tireless attempts to sell their product. The message of advertisements were less about the product and more of a call-to-action to join this “music revolution”. Creative short videos and compelling imagery were released throughout Facebook, Twitter and Instagram simultaneously with the re-launch of Tidal’s website. Promotion of the “movement” through the hashtag #TidalForAll was also pushed by A-List celebrities. It was unavoidable and directly targeted to the social media-obsessed, music listening Millennials. With Tidal, the artists are speaking to their fans and not just the main-stream music listeners. Another difference is that no other music-streaming service has a spokesperson of Jay-Z’s caliber. With many of the music-streaming services providing the same message and options, the unique campaign is ultimately why Tidal has created so much buzz and seen a 938 percent spike in value.
Whether or not you agree that this is the “future of music streaming”, your business can too reach a more diverse audience, break the norm and make waves with your digital or social media campaign. If you’re interested in a new strategy, contact us.