Jay Z acquired Tidal from the Swedish company Aspiro Group in March, 2015, and promptly turned to his friends in the music business to support it. Considering the complex forces driving the streaming music industry, however, Tidal faced a difficult challenge positioning itself. Ignoring the dismal track record, rapper and businessman Jay Z decided to test a new approach by reimagining Tidal, a music streaming service with 500,000 subscribers (Sisario, 2015b). Numerous independent music streaming services were launched only to fail shortly after. "The model is still broken." industry analysts bemoaned (Satariano & Shaw, 2017). Even with the increase in internet music distribution channels, profits remained elusive. Relationships among artists, record companies, and consumers changed as well. The rise of digital music caused widespread changes in the industry, radically transforming the primary means to record, distribute, store, and play music. The music industry has long been a symbol of the damaging potential of the Internet. No part of this work may be reproduced or used in any form or by any means without the written permission of the Society for Case Research. Copyright 2017 by the Society for Case Research and the authors.
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