Jay-Z and Jack White are reported to be personally calling subscribers to streaming service Tidal.
Tidal launched last month (March 30), with the likes of Kanye West, Madonna, Beyoncé, Rihanna, Arcade Fire, Jack White, Daft Punk and more all attending the launch and signing an official Tidal charter, making them co-owners.
Now, as Business Insider reports, those who have signed up to the service are receiving personal calls from some of the huge acts involved.
Tidal executive Vania Schlogel revealed the detail about the company, stating: “He [Jay Z] called some of his fans and one of them made the funniest comment. He said, ‘This is the best customer service call I’ve ever received!'”
Jack White is also believed to have made personal calls with Schlogel saying musicians involved in Tidal are given their own accounts on the site which they can use to monitor who listens to their music, and to see statistics about how their albums are performing.
Meanwhile, the music streaming platform has also revealed a new tactic to lure users away from their current streaming service.
Tidal announced a partnership with Soundiiz yesterday (April 16). The app allows users to transfer their playlists from one music service to another. This would enable users to move their playlists from Spotify across to Tidal. The app – which Soundiiz admit is still in beta mode, will also allow users to drag and drop playlists from services including SoundCloud, iTunes, Rdio and Xbox music.
Jay Z has claimed that the platform will be more beneficial for artists, but many have voiced their criticism of the company’s royalty structure since its initial launch.
Yesterday (April 16) producer and alt-rock musician Steve Albini called Tidal a “budget version of Pono”, Neil Young’s high-definition music player.
Death Cab For Cutie‘s frontman Ben Gibbard complained that the launch event “was a wonderful opportunity squandered” and instead of highlighting emerging or struggling musicians, saw a “bunch of millionaires and billionaires” onstage “complaining about not being paid”.
Gibbard’s comments echo that of Mumford & Sons, who recently said that they “wouldn’t have joined [Tidal] even if they had asked” due its bias towards popular artists.
Lily Allen also criticised Tidal. Allen said earlier in April: “I love Jay Z so much, but Tidal is [so] expensive compared to other perfectly good streaming services… He’s taken the biggest artists and made them exclusive to Tidal… people are going to swarm back to pirate sites in droves sending traffic to torrent sites.”
Jay-Z streamed an exclusive video for his 2012 song ‘Glory’ through Tidal yesterday (April 16).
Following criticism of the company’s royalty structure, Tidal also announced a new feature aimed at helping upcoming artists. A press release now says that an updated app has been launched to include a new Tidal Rising function. “Tidal gives voice to tomorrow’s biggest names through Tidal Rising, a program dedicated to promoting emerging and independent artists from around the world. Every week, nascent talent in any genre will emerge,” the statement reads.