“We’re super-proud of the curation that we do here at Tidal, and we do believe it is a very powerful mix of music and culture. “The reality is that most people get their best music recommendations, formally and informally, through friends and family, and they do it through social media,” adds Sacerdote. And the interesting piece as well is they can then influence your algorithmic recommendations.”įor example, if a friend who a Tidal user follows creates a playlist that they like, this will be a signal for Tidal’s recommendation engine. It lets you create a profile and make playlists public. It’s completely solitary: an individual activity,” she says. Even though music to me is inherently social, and one of the most social expressions of art, streaming is not. “This is the foundation of a lot of the work we want to enable. But rather than talk it up as a revolution, Sacerdote sees it as a necessary starting point for what Tidal wants to do next around social music streaming. Public profiles and playlists have been part of Spotify since its early days after all. This sounds like a small change, and an overdue one. ![]() Those playlists also all come with shareable links. (The biggest streaming services are investing heavily in tools for artists, including ways to make money beyond their streaming royalties, but the focus is more on-platform: sell your merch, sell your tickets, broadcast your livestreams, all with us…)Īnyway, back to the news: profiles! Tidal users can now create a profile, complete with emoji-toting display names, which will house all the public playlists they have created. It’s also interesting that it’s the streaming services one rung down from the biggest global DSPs – Tidal, SoundCloud, Deezer – who are pivoting most energetically towards these ideas of fandom communities, direct support for artists, and the DSP not having to control these things. If it’s more than talk, if it really is a guiding ethos behind new product features for these services, it could be truly meaningful. Why? It feels like a step in the right direction in terms of how streaming services talk about the value they create for artists, and their role in the process – including the fact that they don’t need to try to control or take a piece of this financial, off-platform support. But when Music Ally talked to Sacerdote, Tidal’s head of product, ahead of the announcement, the quotes above felt bumpworthy. The news in this case is that streaming service Tidal is launching a new profiles feature for its listeners. Streaming is powerful, but it’s not the only thing we can do to enable fans to financially support artists, both inside and outside a streaming context.”Ī news story usually starts with the news being announced, but sometimes the context around feels worth bumping up to the top. It comes back to our mission of economic empowerment. The reason that’s important is that fans tend to support artists meaningfully, aka financially, outside of streaming too. ![]() ![]() “We want to create fans, and we want to use streaming to create fans. But our stance is that streaming is not necessarily fandom,” says Agustina Sacerdote. With what we recommend and what we surface, we can accelerate an artist’s career. “It’s undeniable that streaming is a very powerful distribution and marketing channel for artists.
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