Tidal Fueled by Artist Star Power and Controversy?

February 17, 2016 Sean Couch


The past couple months have created a lot of news for Tidal. The streaming music service announced exclusive rights to host new music from three of the world's largest artists: Beyonce, Kanye West, and Rihanna. But it seems controversy and political statements have foreshadowed all of this to create a media storm for better or worse.

We took a look at the media coverage and created an interactive report to see the big takeaways from the current news.

Tidal Fueled by Artist Media Star Power


Beyonce, Kanye West, and Rihanna have burst back into to the music scene with messages that have made an impact in the media. All three artists have accounted for almost 250,000 press mentions combined in the past 30 days. Tidal has only seen 35,000 mentions alone.

The good news for Tidal is that almost every press mention of the three superstars came with a reminder that their new music can be found on their platform. But is all press good press? Specifically, Kane West and Beyonce have made an impact in the media by creating controversy with political statements and sharing public Twitter rants.

Beyonce made headlines and has driven countless conversations after performing her new song "Formation" during the Super Bowl. The artist and her dancers dressed in black to pay homage to the Black Panthers which sparked heated racial debates and protests.


West has used Twitter as his outlet to share dozens of Tweets that have directly impacted Tidal.

The music service has seen a spike in app downloads and topped charts. According to Sensor Tower, which monitors App Store downloads, West instantly closed the daily download gap when compared to Spotify. The other spike on the chart can be attributed to the exclusive release of Rihanna's album.


Unfortunately, it's been reported that Tidal has not been able to keep up with demand and thousands of users have been charged for buying the album, but have never received it. It seems the music service wasn't quite ready for the onslaught of traffic West helped created despite his questionable tactics.


Social media played a huge role in amplifying awareness around Tidal, despite any controversy or questionable marketing tactics. Overall, recent artist news was shared almost 2 million times across various social media platforms. Beyonce's new single and music video helped crown her the queen of Facebook and West the king of Twitter for animated Tweets.

Overall, Tidal can walk away from the recent barrage of news knowing that if they plan to lean on artist star power to boost business - it works. The new service is seeing results and learning how to compete with other industry giants such as Spotify or Apple Music.

Make sure to check out the full PR interactive report here to dive deeper into all of the coverage. Have anything else to add? Make sure to leave a comment below.

Previous Article
Top 5 Ways to Improve Your Google Search Results
Top 5 Ways to Improve Your Google Search Results

There’s a lot in PR that we can’t really control. We can’t force journalists to write positively...

Next Article
The Internet of PR
The Internet of PR

How The Internet of Things (IoT) applies to public relations.