Jay Z faced a mixed response when unleashed the hashtag #TIDALforALL on Twitter to promote the service on March 30th, which offers over 25 million songs and 75,000 videos to those "who care about quality."
Co-founder of Simple as Milk, a "user-experience agency", James Seymour-Lock tweeted that it was "Ironic that these artists moan about pirated music then rip off @Spotify's hard work."
Twitter user Adam Bennett tweeted: "Tidal is way too expensive! $240 a year is absolutely ridiculous - it just makes the already rich even richer."
Other Twitter users adopted a new hashtag, #TIDALforNOONE, to criticize the service - and the paychecks of big-name musicians.
Tidal is 'not here to compete'
To address the backlash, Tidal's chief investment officer and industry liaison, Vania Schlogel, spoke to music news website Billboard on April 1st, saying there was "some bravery for what these artists are trying to do (by putting their content on Tidal). It's not to fill their own pockets; it's to create a sustainable industry."
In a Q&A session at the Clive Davis Institute of Recorded Music, in New York on April 1st, Jay Z saying that Tidal was "really not here to compete with anyone," but instead aimed to "improve the landscape."
He added that if Tidal encouraged competing services to follow suit and improve their payment structure, then "We've been successful in one way."
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