Tidal will live stream the premier of Kanye West’s new album and the unveiling of his latest season of his Yeezy clothing line at a Madison Square Garden show today (12 February).
The live broadcast of the event will be available to both subscribers and non-subscribers and will allow Tidal to capture the millions of Kanye fans who had not secured a ticket to either the event or one of the dozens of cinema screenings around the world.
Kanye’s show is the latest in a series of high-profile exclusives premiers the music service has live streamed. Many of the events have involved the part owners of the service who understandably want to strengthen the struggling platform. Recently Rihanna premiered her new album ANTI on Tidal and Beyoncé released her new single "Formation” on the platform the day before Super Bowl 50.
Tidal has struggled since its high profile re-launch in March last year after Jay-Z bought the company. Artists were offered millions of dollars in equity stake in the company, as well as double the royalties of other streaming services.
However, high pricing options have deterred new subscribers and in August 2015 Business Insider reported that it was only the 107th most downloaded music app.
Live streaming album premiers appear to be the company’s next move in helping it to generate interest in the platform. Tidal has made moves to strengthen the video arm of its service recently by adding drama and comedy shows such as Brooklyn street-life drama Money & Violence and No Small Talk, a series profiling up-and-coming comedians.