Will #TIDALforALL change the course of music history?

The #TIDALforALL campaign has launched and its impact is making waves.

Twitter has been used to promote new music streaming service TIDAL, and has been been endorsed by some of the music industry’s most influential (Rich, 2015).

Source: Flickr Creative Commons

Source: Flickr Creative Commons

The reach of this campaign within its first week has been huge. Celebrities such as Rhianna, Beyoncé and Madonna have all come out in support of #TIDALforALL (Rich, 2015).

One of the key spokespeople of the TIDAL movement is Kanye West. He has posted four tweets referencing the campaign, and further receiving 25.2 thousand retweets from his 11.9 million followers.

Rihanna is another key endorser of TIDAL. She has four times the amount of followers as West, at 43.6 million. With her four tweets also receiving numerous retweets, the breadth of people that this campaign has reached through social media is incredible.

On top of this the hashtag #TIDALforALL is trending in it’s own right, with over 60,000 tweet references (Rich, 2015).

But how does this impact the relationship between public relations (PR) and publics?

Social media gives organisations and individuals the opportunity to reach extensive numbers of people with one click of a button. This can be either overwhelmingly positive, or on the other hand completely detrimental.

In this example, TIDAL has completely excelled in their online presence. Spotify is their biggest compeitor with 60 million users globally (Vincent, 2015). Given the number of celebs that are endorsing the TIDAL campaign, it has the potential to completely ruin Spotify.

On the other hand, social media has allowed for the development of a voice for all. No longer does one need to be a recognised journalist to post information online. Anybody with access to a computer and the internet is able to publicly voice their opinion. This can have both positive and negative consequences.

Blog posts are surfacing giving TIDAL backlash. “I tried Tidal and it sucked” (Biddle, 2015) was a featured on Gawker.com. Within this blog post, the option to post comments is available.

Fate’sBitch says “Because while each one of them is worth millions of dollars, they would prefer to be worth billions of dollars. Spotify is only giving them millions, not billions. So hand over your money, peasants! Jay Z needs it more than you” (Biddle, 2015).

Another key aspect of the TIDAL campaign has been the posting of YouTube videos. The video below brings the relationship between the organisation TIDAL and their publics closer together. Viewers are able to feel the hype building for the campaign within their own homes.

(Tidal, 2015)

#tidal #TIDALforALL #spotify #music #beyoncé #jayz #socialmedia #publicrelations #twitter #youtube


Biddle, S. (2015). I tried Tidal and it Sucked. Retrieved fromhttp://gawker.com/tidal-atry-my-tortuous-trial-with-jay-zs-overpriced-sp-1697023467

Rich, L. (2015). Musicians unite in Twitter campaign to promote music service Jay Z bought for $54m. Retrieved from http://prexamples.com/2015/03/musicians-unite-in-twitter-campaign-to-promote-music-service-jay-z-bought-for-56m/ Williams, O. (2015). 

TIDAL. (2015, March 30). TIDAL [Streaming video]. Retrieved from ‘https://www.youtube.com/watch?v=cYYGdcLbFkw’

Vincent, P.  (2015, April, 7). Tidal takes on Spotify, Apple to follow. Sydney Morning Herald. Retrieved from http://www.smh.com.au/entertainment/music/tidal-takes-on-spotify-apple-to-follow-20150407-1mfofs.html


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s