Home Uncategorized 3 Lessons We Learned From Tidal’s Splash Back Into The Industry

3 Lessons We Learned From Tidal’s Splash Back Into The Industry



Internet is still ablaze with news of Tidal,
the Jay
Z-owned streaming service you can pay $20 a month for… if
you’re into that sort of thing. Tidal will apparently
“change the game”
and is backed by a smorgasbord of
famous musicians, but the internet thinks


Guest Post by DONNÉ
on Hootsuite Blog

While the addition of a new supposedly superior music streaming
service is big news, what we find more interesting is the
Internet’s reaction to Tidal. People are enraged. From
headlines like The World’s Most Famous Musicians Just Hosted a
Bonkers Press Conference, 
and Jay Z’s 99 Problems: Music Stars Aren’t Very
Good at Launching Startups
, to This Bizarre Advert for Tidal Is Like a
Softcore American Psycho
, either Tidal’s marketing team
lives by the mantra “any press is good press” or they missed
the mark with their PR campaign. As a result, we have compiled
3 lessons we can all take from Tidal’s launch.

3 Lessons For Marketers From TIDAL’s Splash

1. Know your audience

If you think you know and understand your audience, double
check until there is no room for failure. Hey, maybe even put
yourselves in their shoes for a moment. The audience this
product targeted (i.e. pretty much the entire whole world) did
not eat it up. Rather, there was a swift and harsh backlash.
From #antitidal campaigns, and comparing them to the
Illuminati, there is no shortage of stabs at Tidal. Why? The
service is more expensive than many of its alternatives, and
the superior sound quality it claims—which it’s charging extra
for—has been called into question. It turns out
people don’t feel bad for a crew of ‘struggling artists’ who
are actually multi-bazillionaires.

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2. Social media won’t forgive your mixed

If you run a men’s clothing line, then target your branding
towards men. If you are trying to sell ankle weights to ladies who
 then adjust your marketing towards that
demographic. If you are trying to market a music streaming
service to everyone that listens to music, don’t create
video that makes it clear you seem to think
only men listen to music or appreciate good sound.

As our friends at Noisey put it, this video makes it clear
that Tidal was meant for men “because men have larger, more
biologically developed ears—like massive sagging, fleshy
satellite dishes hanging from the sides of our large
übermensch, world-dominating skulls—and therefore we require
the highest forms of lossless audio.” They even set up a
 to see if you’re “ready for their product.” Way
to turn the rest of us ‘common folk’ away.

3. A social media movement is only as powerful as the
audience that can participate

Along with the #antitidal movement, there are those that
question the motives of this music revolution. Regardless of
the fact that most of the artists that support Tidal get equity
in the actual company, the hashtag #TIDALforALL ended up
working against itself when the new hashtag @TIDALforNOONE
started trending. It’s hard to get the masses participating in
a movement that they essentially are excluded out of.

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