![]() ![]() ![]() But if iTunes said tomorrow, ‘You can download for free, but every three songs you’re gonna hear an ad’ - Is that going to encourage more people to pay 99 cents? No. “If enough people get it for free, then people will subscribe. “Taylor Swift said it best: free on-demand is an experiment,” says Rdio CEO Anthony Bay, who in September rolled out a free DMCA-compliant radio service to establish Rdio as a “Pandora meets Spotify” hybrid. Jonathan Prince, Spotify’s global head of communications and public policy, tells Billboard that 80% of its 15 million subscribers came from the company’s free service, including a mobile version launched in 2013. Still, some streaming-music executives argue that free or “freemium” (free on-demand) tiers only help accelerate paid conversion. “I was having a conversation with a young man who said, ‘I don’t use streaming because I live in New York and I can’t take my music with me.’ I said, ‘look at your favorite artists, check their songs and watch this: two clicks, it’s on a playlist and you can listen to it on the subway.” Schlogel argues that consumer education on the accessibility of “offline streaming” is still required to drive higher conversion rates to subscription tiers, particularly in heavy commuter markets. “But if I look at a nascent marketplace where it can be grown, and people can understand how easy it is to get to that place, then success will come from people falling in love with this platform and feeling the realness of it.” Vania Schlogel, a former principal at private equity firm KKR, has been leading the new strategy for TIDAL since becoming Roc Nation’s chief investment officer in December, and tells Billboard that a share grab “is not interesting” for Tidal’s future growth. Jay Z’s Tidal: Rihanna, Kanye West, Usher Among Artists Tweeting Support for Streaming Service At the time of its relaunch, TIDAL introduced two subscription tiers - a $9.99 standard-def inition tier and a $19.99 hi-fi tier - with no free options. So although the phrase “RIP Spotify” became a popular phrase on Twitter within the first few hours that TIDAL-affiliated artists like Kanye West, Nicki Minaj, Madonna and Rihanna began changing turning their avatars blue, TIDAL’s battle will not solely be about competing against its competitors for market share. ![]() That number gets considerably smaller when you look at the U.S., which finished out 2014 with 7.7 million paid subscriptions, according to the RIAA, equating to roughly $800 million in digital music revenue. Just how big that ecosystem is currently presents Tidal’s biggest opportunity. Industry observers estimate that streaming services have a collective 40 million paying subscribers globally - that’s not enough to match even the 57.4 million subscribers who currently pay for one video service, Netflix. Jay Z’s TIDAL Teaser Video Features Madonna, Beyonce, Jack White, Daft Punk & More The entry of a new player in this space with a business model that will help to spur innovation and better experiences for fans – in turn, grows the ecosystem, nurturing talent and building repertoire.” Reached by Billboard Monday (March 30), Grainge was supportive of Tidal’s launch. “As a strong supporter of innovation and entrepreneurship in the streaming and subscription space, we welcome the new launch of Tidal. Led by the incomparable Jay Z, one of the most accomplished artists and music entrepreneurs of our generation, Tidal embodies the ascendance of artists’ voice in these services. Tidal seeks to make itself a destination for music fans by offering an holistic approach – providing a broader range of artist-related information and content. HYBE's 'New' K-Pop Artist MIDNATT Is Using AI Technology for a Remarkably Human Purpose ![]()
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