#BRANDFAIL OF THE WEEK: Tidal
Tidal ‘puts the power back in the artists hands’ is what the star-studded owners told us at the launch.
They are ‘taking back control’. Giving people ‘a higher level of product’. They are ‘educating the audience on what good should sound like’. They are offering ‘unique experiences and content (the only bit that’s perhaps feasible and worth any premium). They are ‘The Avengers of Music’, who together oversaw an ill thought through launch.
If you don’t feel like watching the whole thing, skip to around 16:30 and watch their laughable combined attempt to ‘sell’ Tidal.
At today’s prices, Tidal is twice as expensive as Spotify in the USA. Whilst I appreciate the need for artistic control, let’s not pretend that’s what this is really about. It’s about cold hard cash (which as we all know thanks to Madonna, is always Mr. Right). The artists get less revenue from streaming. The radio landscape continues to evolve. Sales for most artists aren’t what they use to be (which places even more pressure on them to tour to bring in the big money).
It’s well documented most of the multi-millionaire Tidal crew aren’t happy about streaming. But is this really the answer in 2015? Whoever helped them craft their well polished boo hoo lines missed a trick. They should have majored on doing this for the future. The starving artists struggling to get by. The ones the record companies / streaming leave behind. The talent who won’t benefit from the financial breaks they had. The talent they want to nurture and support. The talent you can support. The talent we all can all support by choosing Tidal.
Had they chosen to position this around helping artists, it might have stood a chance. But as it stands, it’s made them all look like a horribly out of touch wealthy elite. A bit like another gaggle of SW1 inhabitants that will keep bothering us till May 7th…
Iain G. Morrison is a senior marketer in the third sector. And will be sticking with Spotify for the forseeable…
She gonna be BIG…
I’m not sure if many of you have heard of Janelle Monae.
If you haven’t yet, you will soon. She’s finally starting to get some decent airplay on several commercial radio stations with her kick arse barnstorming breakthrough track, Tightrope…
At the tender age of 25, she’s been around the musical block for just a few short years. But can take great pride in knowing that she’s releasing the sort of records Beyoncé should be…
Iain G. Morrison is a senior marketer in the British Tourism Industry. And needs to get the tux dry cleaned…
Hello, can someone get me Don Draper on line one?
Beyoncé has never reached the musical heights of her second single as a solo artiste (Crazy in Love).
Whilst this song is just kind of ok, the video is far slicker with its massive overtones of one Betty Draper a la Mad Men. I can sooo see the current Mrs. Don Draper in the lead role in this vid, asking everyone’s favourite 60’s creative director why don’t you love me.
That said, if this is an attempt at landing a role as Mrs. Don Draper #2 in the next series, Beyoncé, you get my vote…
Iain G. Morrison is a senior marketer in the British Tourism Industry. And would consider auditioning for the role of Don Draper’s next love interest…
The Gaga Saga continues (and she doesn’t have man bits)
Let me just start with a plain, simple point. I am not a Lady Gaga fan. (Quick note, some viewers may find some of the content in the video mildly lesbionic and arguably unsuitable for <18’s).
That said, she is beginning to show all the hallmarks of a recording artiste who appreciates that she isn’t the best looking, nor is she the best dancer, with nothing more than a slightly above average voice. So what’s going in her favour?
A masterful grasp of the modern media landscape and how to manipulate it deftly. Remind you of anyone?
So, what does this 9 1/2 minute video really tell us about Lady Gaga?
- Beyoncé actually has a sense of humour (particularly after the apalling videophone track)
- Lady Gaga (allegedly) has no man parts and is indeed female
- Kodak will be bringing back the Polaroid shortly (Gaga’s installation as Creative Director was nothing short of a masterstroke of genius)
- Many big brands (I counted 12 I think), clearly believe in the money-making prowess of the Gaga. This vid is dripping with (often not so subtle) product placements . And I imagine this will do Diet Coke far more favours than the Duffy spot did
- The record company have spent a small fortune on this (on the face of it) pretty average song. It shows that they not only believe it’ll sell big, but they are investing their money where they see potential for greater longterm returns. The Lady Gaga brand…
I was foolhardy in my attempts to write her off as a one hit wonder (as I also did with Steps and I was way off the mark there despite serious offences to decency and taste that should have been tried in a court of law).
If this lavish video tells us anything, it’s that Lady Gaga (somewhat like her mentor of years gone by), will be around for some time yet.
If the big brands are moving in just off the back of album one, the Gaga juggernaut is becoming a serious cash cow. Ripe for milking the world over. Whilst wearing high heels and ‘outrageous’ outfits.
Obviously…
Iain G. Morrison is a senior marketer in the British Tourism Industry. And is expecting a full Gaga Pussy Wagon merchandising range to be launched shortly…
Kanye vs. Taylor
Is it my line now? The autocue is wonky...
I must admit, I’m still unconvinced that this isn’t a big fat MTV sponsored publicity stunt.
Last time round it was Sacha Baron Cohen’s Bruno and his bare nekked butt cheeks landing around Eminems chops.
This time, we have Kanye ‘interrupting’ Taylor Swift’s acceptance speech with a ‘Beyonce was robbed’ Kodak moment. Smacks of a little MTV / record company PR me thinks…
Anyway, if you have five minutes to waste today, here’s a little game for you. Make sure you give the Jackass (thanks Obama), a good beating and let Ms. Swift finish that speech.
Iain Morrison is a senior marketer in the British Tourism Industry. And thinks a lot more people know who Taylor Swift is now than ever before.
Coincidence???
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