Tidal has went through quite a lot lately. They have successfully completed a few huge album exclusives in a row from their co owner Rihanna, T.I, Beyonce, and Kanye West. The Tidal rose to a very high point, actually being the highest point ever in the Itunes store which was following Kanye West’s TLOP drop and his exclusive. It is still in progress. It has been reported that a million trial members have been added since February 22nd.
However, after the defection of quite a few executives, (Tidal has it’s 3rd CEO, which is the former SoundCloud Chief Business executive officer Jeff Toig who joined in late 2015),it is questionable of who exactly is orchestrating these five-start executive artist plays. There have been sources that are behind the scene saying that it is a lady named Desiree Perez. Jay Z and her are close associates and they have been for a very long time. She runs SC Enterprises along with her husband, Juan Perez.
Desiree Perez is apparently is a very fierce and touch negotiator and a numbers cruncher. It was also said that she has a history and a street rep that even Empire’s Cookie wouldn’t dare try to challenge. The N.Y. Daily News calls her “Babe Ruthless”. Desiree Perez is known for being a boss. Desire Perez negotiated Beyonce’s Formation stadium tour and she also had a strong hand in Rihanna’s samsung deal.
The Hova Circle of Influence is made up of Desiree Perez, Jay Z, Chaka Pilgrim, Jana Fleischman, and Jay Brown. They are big bosses running Roc Nation, and many other parts of management, labeling, publishing, and even the operation of Tidal itself. So basically, Perez and her crew run the entire operation.
This streaming service has been building its own lane and is geared towards the young consumers. They have to make an impression when it comes to other other rivals like Spotify and Apple Music. Tidal is focused on what is next and what’s new instead of a catalog which will end up costing more.
However, Tidal will cost more than it’s competition. It is based on two subscription tiers. It will not be free but it does offer a free two week trial to test it out. However, it seems pretty affordable at just $9.99 a month. When listeners get the premium tier, they will have access to high definition music videos.