The story of newly relaunched streaming service TIDAL has been one of ups and mostly downs thus far in its fledgling nearly two-month old lifespan. The Jay Z-acquired company has faced a constant stream of criticism not necessarily for the product, but for marketing its message. Fans and industry observers have criticized it as elite, being represented at a now infamous press conference with 16 of the most powerful and wealthy musicians in the world who proclaim they want artists to earn more for their product. Hov has been doing a lot of the public relations campaign on behalf of the company, running townhall-style meetings and even going on long Twitter rants. Now one of the more active partners thus far, Jack White, has answered some of his fans questions in a Q&A on his label's website.
White starts by asserting that TIDAL is a service by the artists for the artists. This claim was recently called into question when splits with labels were shared with the public, which resembled the same cuts that they took from Spotify, only an additional 2.5% would go directly to the content holders.
As he says, "TIDAL is going to help a lot of artists out. I'm talking about the punk band that has 50k hits on YouTube and doesn't see a dime."
He is asked about the example of Pharrell making only $2,700 on 43 million Pandora plays and comes back to the point that subscriptions ensure higher payouts for artists.
"Whoever started the model of making a website that gets paid by big advertisers (Youtube) and does not pay that money to the artists GENERATING the interest. Makes no sense to an artist trying to survive."
He emphasizes that music must have a value, as he has stated at some of his concerts, and this is a way to do so.
"Don't devalue musicians man, support them. Making records is expensive, believe us, I don't see people saying we should go to the movies for free, or Netflix should be free. that state of music is in flux, be on the side of supporting creativity, not taking from it. this gives you that chance."
"A streaming service owned by artists is the first step, it's not about the rich getting richer."
However most importantly, he clears up where to listen to the various levels of TIDAL.
"Digital in the car, Vinyl in the bedroom, baby," explains White.
