Career Record producer, —. Hard Knock Life; released Vol. Grammy Award for best rap album, Recording Academy, for Vol. Sidelights Jay-Z is all too familiar with the hard knock life.
Or so I thought. I casually read their business model. Giving them what they deserve. When I discovered this price differential, I immediately became very curious as to how Jay-Z, one of the better marketers and storytellers of the 21st century, would market TIDAL to a likely skeptical customer base.
How did Jay-Z manage to get all of them to line up so nicely on stage for all of us to gawk at? And each of those big names went on to express disdain with the current state of the music industry. Wait, What It was rather amazing to see this strange display — super-duper millionaires who we all love, complaining about not receiving enough money, and asking for our monetary help to take back the music industry.
The irony of a tone deaf press conference promising superior audio quality was just too much to listen to. Arcade Fire told us we could make music history by making our Twitter profiles blue.
Bad Market Research The first rule of market research is to know your customer base. And the first mistake that TIDAL made was to assume that potential customers would care that artists might not make enough money. They love their money more than their favorite artists, never forget it.
Lefsetz nailed it on both fronts. Fans might love artists, but they undoubtedly have more love for their own hard earned money. This assumption carries two risks: Do people care enough about superior quality to pay extra for it?
Is the quality actually going to be better? The answer to both these questions is murky. Sure, people want higher quality audio. And they did it on social media: Step up Instagram and Snapchat presence.
They should pour all of their marketing dollars into those 3 outlets. Until TIDAL takes some drastic marketing and social media measures, it is likely that they will fall by the wayside, and Spotify will remain standing.
Shlomo Wiesen shlomowiesen Shlomo is founder of Startups nofiltera startup interview website which interviews startup CEOs and founders. Shlomo is a blogging machine, and loves helping websites and businesses maximize their visibility by sharpening their overall blog and content strategies.
Reach out on Twitter!Roc Nation is a full-service entertainment company, inclusive of artist and athlete management, label, publishing, touring, film / TV and new ventures. The entertainment power couple rented the elaborate California compound after the birth of their twins Rumi and Sir.
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He calls himself the new Sinatra, rap’s Grateful Dead, and the Mike Jordan of recordin’. Jay-Z knows that in hip-hop, he’s in a category of his own–he has to go outside his own profession. Jay-Z and Beyonce announced dates for their “On the Run II” stadium tour. Kicking off Wednesday, June 6 in Cardiff, UK, the international outing will stop in 15 cities across the UK and Europe.
Welcome to Momentum, the Total Brand Experience agency. Because today the most important product a brand makes—aside from the actual product it makes—is experiences. And at the heart of every meaningful experience is a big idea.