If you are an avid internet user then you were probably among the scores of people who tuned in with bated breath on their tablets and computers to watch the Tidal x 10/20 concert that was broadcast on the streaming service in October of 2015. The concert was jam packed with performances by musicians that are situated in a variety of genres. The acts included R&B newbies Alessia Cara and Justine Skye, rap newcomers Flatbush Zombies and Bas, country singer Thomas Rhett, indie rockers Indochine and rap titan Nicki Minaj. The concert also included performances by rap legend and Tidal-owner Jay-Z and his wife pop megastar Beyoncé.
The concert seemed to be the launch of a kind of period of revitalization for the online streaming service. While Tidal has tended to lag behind other players in the streaming service space like competitors Apple Music and Spotify, Jay-Z’s ability to attract the participation of contemporary music’s biggest names seems to be paying off. The year 2016 has seen the release of albums by some of the largest names in the music industry including ANTI by the uber-stylish pop star Rihanna, The Life of Pablo by avant-garde and outspoken rapper Kanye West and Lemonade by the ever-evolving pop music force Beyoncé.
Notably when Beyoncé released the streaming version of her most recent album exclusively on Tidal the platform acquired more than one million subscribers during the first seven days of the album’s release, according to music website Pitchfork. But the Carters are not the only forces behind the revitalization of the streaming service. According to HITS Daily Double Desiree Perez, one of Jay-Z’s business advisors and long time associates, also has a lot to do with helping to turn the streaming service around. The site reports that Perez and her spouse have helped run other businesses that Jay-Z owns such as SC Enterprises and Roc Nation Sports. With the shifts that have been occurring in Tidal’s senior leadership, HITS Daily Double credits Perez with managing the slate of high profile exclusive album releases that Tidal has scored by Rihanna, Beyoncé and Kanye West. Perez has also been said to be behind helping bring Beyoncé’s 2016 Formation World Tour to fruition. Perez is also behind a deal negotiated between Samsung and pop star Rihanna. She is known for being a fierce and skilled negotiator and bean counter. Her skill at the negotiation table has earned her the moniker Babe Ruthless.