Relaunching Tidal to the Right Audience
PR Strategist for team Amplify
Tidal relaunched in 2015 with the mission of restoring the value of music. This required charging subscribers so that the platform can provide a high quality audio experience, and pay artists a fair share.
How might we increase the amount of subscribers to the platform in order to help Tidal deliver on its mission?
The setting
Even though Tidal is a high quality, culturally conscious music streaming platform, the competition is exponentially outperforming it.
Tidal is having trouble breaking through in a market and industry that should find value in its business model.
the audience
👉 Millennials
👉 Live in urban areas
👉 Believe music should be free and don’t notice difference in sound quality
👉but also hate ads and believe artists should be paid fairly.
👉 Identified Super Fans and Concert Goers as our target personas.
the human truth
Artists and fans can’t exist without each other.
How Do We Solve It?
An integrated communications campaign showing music fans that Tidal is a community of artists and listeners that brings the music-loving experience to life.
world building experiential
👉 The Great Wave, a three-day, city-specific, musical scavenger hunt where your ticket is being a Tidal subscriber.
👉 Fans tour clubs for exclusive performances by homegrown, “Tidal Rising” artists.
👉 Chill sessions where fans engage with artists.
👉 Launches is LA, Miami, Nashville, and NYC
Push notifications from Tidal App alert festival goers where the artists are playing and what time the show will begin. 👍
Snapchat filters let Super Fans take “selfies” with artists who fuel them. 👍
affecting creative
Showing the unbreakable connection between artists and fans with:
👉 Programmatic ads
👉 Exclusive, subscriber-only content
👉 Social videos
👉 Digital billboards
Inviting them in
Subscriber-generated video content shared with the hashtag #ForTheLoveOfMusic, is featured in-app and on social media.
Fans create their own music videos showcasing their talents as well as their affection for the artists who fuel them.
Artists and influencers host exclusive, in-app AMA sessions. 👍
the climax
“Tidal Idol” brings together Super Fans and their favorite musicians for an opportunity to perform on stage with their favorite artist. Fans are chosen from those who shared fan-videos.
The live experience is rebroadcast in-app, on YouTube, and on other streaming services.
tracking the human connection
👉 Media placement
👉 Social media engagement
👉 App downloads
👉 Engagements with app content
👉 Attendees at events
