Rumor has it that Tidal has been upping its ante quite a bit lately. The one who is the most credited for this is Desiree Perez. Perez is known for being a major executive behind the work of the rapper, Jay-Z. Lately, he has been working closely with Beyonce, Kanye West, Rhianna and T.I. generating several albums that have been top chart hits. This is believed to be a major contributing factor behind the record rise of the Tidal app from the iTunes Store. However, the major factor behind it is believed to be Kanye West’s drop of TLOC and the fact that he’s still working on his latest album. Since February 22, 2016, the Tidal app has added over a million trial members.
Desiree Perez has been working with Jay-Z for approximately two decades. Jay-Z has been working with SC Enterprises for just about as long. Perez and her husband, Jay Brown, also run Roc Nation Sports. Perez has gained a lot of respect in the music business and even in the street world for being a very aggressive negotiator and a very adept numbers cruncher. Some people in her Hova Circle, including TyTy Smith and Chaka Pilgrim are also believed to be behind Tidal’s latest evolution. See: http://hitsdailydouble.com/news&id=299940
For years, Tidal has been trying to gradually push its own way through its own channel lane toward its target market. This has been very difficult for them, not only due to the fact that the music business is so vicariously competitive but also because of their longstanding debts, they have been limited as to who they could impress. Two of their competitors include Spotify and Apple Music.
Whatever the reasons behind it, Tidal has finally skyrocketed their popularity by switching to include the latest music. Before, they were unwisely sticking to their old but strong catalog offerings, which is also more, not less, expensive. Thanks to Jay Brown, Tidal has added a sub-list entitled ‘Tidal Rising’ which show and try to help generate hits for emerging artists. ‘Tidal Discovery’ puts out the latest music and ‘Tidal X’ shows live concerts and other performances.