“It’s 2015, we’re making music to the highest level; it sounds more amazing than ever before, in my opinion. And [yet] we’re listening to it on this platform where it’s compressed. I try to make music to the highest quality, and that’s why this stood out. You tell people what they’re getting, and they’re going to hear the difference.” The story of Tidal could — and maybe should — have been very different. These were the words of superstar DJ/producer Calvin Harris, introducing the full-length launch trailer for the Jay-Z-founded, artist-owned streaming platform in March 2015. Unfortunately for Tidal, Harris’ clarion message — that of higher-quality audio, for higher-quality music fans — soon became muddled by others central to the same campaign. A chorus of superstars began echoing a different narrative: that Tidal could help them wrest back control from the likes of Spotify. “They’re the carrier — we’re the artists,” growled Madonna. “Somehow things shifted; we went into the background and [now we] have to come forward.” And so, Tidal’s elevator pitch was hijacked by multi-millionaires playing the poor-me card. Inevitably, they got ridiculed. Related Deborah Dugan’s War Against the Recording Academy Rages On — What’s Next? At Work… Read full this story
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