3 things PR pros can learn from Tidal

Though the new streaming service was supposed to be the catalyst of a ‘music revolution,’ many responded to the service’s launch with criticism. 

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Tidal promised to “change the game” and is backed by a smorgasbord of famous musicians. The service even streamed “Rally 4 Peace,” Prince’s Baltimore concert, for free on May 10, and offered listeners the chance to donate to Baltimore-based youth charities.

Though the addition of a new, supposedly superior, music streaming service is big news, what we found more interesting was the Internet’s reaction to Tidal’s launch. People were enraged.

Headlines such as, “The world’s most famous musicians just hosted a bonkers press conference,” “Jay-Z’s 99 problems: Music stars aren’t very good at launching startups” and “This bizarre advert for Tidal is like a softcore ‘American Psycho,'” leads one to believe either Tidal’s PR and marketing team lives by the mantra of “any press is good press” or it missed the mark with its PR campaign.

As a result, here are three lessons we can all take from Tidal’s launch:

1. Know your audience.

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