Subscription based music streaming is the absolutely the most popular way to listen to music now a days. With Spotifiy, Pandora, Soundcloud, and iTunes leading the charge why would anybody want to switch to a new service? Perhaps with your monthly payment you want to contribute more to the royalties that the artist receives? Or maybe you want the highest quality of audio available to be played through your earbuds? With the streaming service Tidal, you are able to receive lossless audio and high definition music videos with organized editorial. Owner Shawn “Jay-Z” Carter is passionate of his streaming service, “I’m never gonna let nobody take over our music . . . This Tidal thing is all about the music. We gonna preserve the music, we ain’t gonna let nobody take our music.” (Aly Weisman “Jay Z Slams YouTube, Spotify, and Apple during Tidal Concert” Business Insider, 18 May 2015, http://www.businessinsider.com/jay-z-defends-tidal-during-concert-2015-5) Accessed 11 Jan. 2017.

But the one who really is making sure the music is preserved and that the royalties come out equitable is Desiree Perez. Perez has been working with Jay-Z and Roc Nation for the past 20 years and has been a key figure in many proceedings. She consulted Alex Rodriquez when he was in dispute with the New York Yankees over his PED suspension, and she compromised terms for the Beyonce’s renowned stadium tour “Formation”. Now she is behind the scenes assuring Tidal’s growth in the streaming service race.

Perez and Tidal are committed on focusing their efforts to new and upcoming music catalogs. They are fabricating the Tidal App. towards young music fans and attempting to diverge from traditional services and mold new techniques. With new extensions to their App. like Tidal Discovery, Tidal Rising, and Tidal X, Perez and Tidal are attempting to shape their own niche in the music industry. For Tidal to be successful, Jay Z says, “At the end of the day we figured if we’re going to shape this thing the way we see it then we need to have independence.” (Sam Sanders “Jay Z’s Music Service, Tidal, Arrives With A Splash, And Questions Follow” GPB, 2015, http://www.gpb.org/news/2015/04/01/jay-zs-music-service-tidal-arrives-splash-and-questions-follow) Accessed 11 Jan. 2017. With constant competition from new services, there is sure to be progress, and Tidal is ardent on their effort to headway the opposition.

Read more: https://www.ft.com/content/d3d28480-d334-11e6-9341-7393bb2e1b51