Tidal's Rihanna unique drove a ton of curiosity within the app this week
Rihanna launched her lengthy-awaited new album ANTI earlier this week, her first launch since 2012’s Unapologetic. It was a shock launch, and it had a twist: Rihanna provided it up free of charge in partnership with Tidal and Samsung. They provided 1 million free copies, which ran out lower than two days after the announcement; to get the album, you needed to set up the Tidal app and get a obtain redemption code. The album is now out to purchase on iTunes, however Tidal retains the unique streaming rights for Rihanna’s newest, at the least for now — you possibly can’t stream it on Spotify, Apple Music, Google Play Music or the remaining.
The facility of free, extremely anticipated new music from one of many largest artists round proved to be a boon to Tidal, despite the fact that it was giving the album away free of charge. In line with the corporate, the Tidal app jumped all the best way to quantity thirteen within the iTunes App Retailer prime free app listings, not far behind Pandora and Spotify. That is up from 147 earlier within the week, a reasonably large leap — even when it was pushed by a freebie from a well-liked artist.
It is the newest instance of considered one of Tidal’s most important promoting factors: unique content material. It has been virtually a yr because the service relaunched underneath Jay-Z’s stewardship, and in that point the service has featured unique music together with the video for Beyoncé and Nicki Minajs’s “Feeling Myself,” Prince’s pair of HITnRUN albums, Little Wayne’s Free Weezy Album and Calvin Harris’s “How Deep is Ur Love” video.
Tidal’s hardly the one ones doing this — Apple’s unique streaming Taylor Swift live performance that was launched over the vacations is only one big instance of the sorts of unique materials you will discover elsewhere. And this promo for Rihanna’s newest is not widly totally different than what Jay-Z himself did in 2013, when he partnered with Samsung to provide away 1 million copies of his newest album.
In fact, that is virtually definitely a short lived blip earlier than Tidal returns to its earlier standing within the App Retailer rankings. But when the corporate can convert a few of these many individuals who downloaded its app to get a shot on the new Rihanna album to its full subscription service, it’s going to be a win for the corporate.
[Image credit: Rich Fury/Invision/AP]