Correction: Tidal didn’t change their price plans. A note has been added to the end of the article with updated info.
Tidal hasn’t even crossed the 30-day mark under new management, yet the company can’t seem to stop getting in its own way. While the announcement of a special Jay Z show for subscribers came with a press release and lots of fanfare, the streaming service didn’t receive as much attention for another recent move… raising its monthly subscription fees.
“Tidal raised the price of its monthly subscriptions 30%. The TIDAL Premium ad free service went from $9.99 per month to $12.99; and TIDAL HiFi lossless service rose from $19,99 to $25.99.
“The price increase was delivered quietly on Monday along with an iOS app upgrade that included moving video front and center, addition of the music streamer’s emerging artist program TIDAL Rising to the front page and several bug fixes.”
It’s one step forward, two steps back for Jay and company. What makes the decision even more peculiar is that the fees have probably been one of the main sticking points for most people. While other services offer standard, free editions, Tidal doesn’t, and raising the costs of a subscription seems counterproductive in terms of luring in potential customers.
Instead of being a strong power move, Tidal’s turning into a PR nightmare for Hov and a blemish on the record of someone regarded as the archetype for business success in rap. In terms of things that didn’t pan out as expected, Tidal’s pushing its way to the top of the list, right up there with Kingdom Come and Memphis Bleek.
Update: Hold the presses. Apparently the price increase is only if you purchase via Apple’s App Store. The subscription price is still the same – $9.99 and $19.99 – on Tidal.com. Bleek, your position now remains unchanged.