Soundcloud Executive Joins Jay Z’s Tidal

Published: Wednesday 2nd Dec 2015 by David

Don’t count Jay Z‘s Tidal streaming service out just yet.


Details below…

The Roc Nation mogul has joined forces with Jeff Toig, Soundcloud‘s former Chief Business Officer, to revive the public’s interest in Tidal.

His position at the company? CEO, the third industry power player to fill the position since March of this year.

He told Billboard:

In terms of why I decided to take the role, for me there were really three main reasons. At a high level, this was a great opportunity to do something differentiated here. Jay Z and the artist-owners are deeply committed to Tidal and the vision they have for the business.

Let me break each of those down. As I evaluated the business and the opportunity, Tidal has a really unique set of assets. It has exclusive content, deep connection with the artists — A-list artists — live events like Tidal X, and a unique set of assets. It’s early in the game, but the seeds have been planted and it creates a really fascinating foundation.

Second, through the interview process I was fortunate to spend quite a lot of time with Jay Z, learning more about his vision for Tidal and why he made such a significant investment in this business. It became clear to me that Jay and the artists behind the company are deeply committed to developing an amazing music experience for fans. I share a belief that this has been lost with many services, and it will be critical as we build Tidal into a leader in this space.

The third thing is the momentum. The company just launched six, seven months ago and it’s already grown to over a million subscribers. When you see a business like this gaining that kind of momentum, you start to think there’s something quite interesting happening. I’ve seen this before, and I’m intrigued by the growth and the potential the business has.

Your thoughts?

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  1. Ciah’s Turtle December 2, 2015

    Tidal is a ova streaming service. Idk why ppl be hating on it so hard.

  2. DIABETES UNBOTHERED December 2, 2015

    Lol i still have nightmares about rihannas face up there on the tidal podeum looking like blue ivys wicked gremlin stepmother.. Lol & them all signing them tidal papers like they were signing the constitution. Tidal is a flop let it go jay u tried tho.

    • SWISH December 2, 2015

      You are so obsessed with her. Go get a life!

  3. Lake Erie December 2, 2015

    I have Tidal. I like it and I have no regrets about the service. Sure, there is some music it doesn’t have yet or they get it weeks late. But it’s a working progress so we’ll see. Either way, I like it. Can’t beat the price either along with their exclusives. Glad I joined to watch his baby grow.

  4. #JACKIE December 2, 2015

    No thanks. Apple Music is where it’s st.

    • Lana Fan Disappointed By Honeymoon December 2, 2015

      Was literally going to say the same thing. Apple Music is easier. It just works

    • iSpeakTruthNoFallacy December 2, 2015

      You’re hating on Tidal, but the conglomerate of Apple Music is part of the reason why your fave is the laughing stock of the music industry currently. Apple Music floods the airwaves and promotes artists that they can milk and deem to be worthy. Hey, maybe Ci should’ve worked with Tidal; I don’t see how she could have done any worse if she did #20KSquad

      • ?Queen Molly? December 2, 2015

        You’re attacking Ciara for what? Don’t let your anger out on cici cause your fav is scared to release her album

      • #JACKIE December 2, 2015

        How am I hating b****? Get out of my reply box and get your life.

  5. IG: @mixedboy December 2, 2015

    I have and love Apple Music. I’m all for supporting artist and their craft but honestly none of the artists on the Tidal/owner roster I’m a big fan of to want exclusive content. Rihanna and Beyoncé are the only two that I will buy the actual CDs. I can do that at stores or iTunes. I’m not going to join “Tidal” just because it’s popular, or because Jay-Z owns it. Kudos to him but I actually buy the music from his roster I like.

  6. iSpeakTruthNoFallacy December 2, 2015

    I do have Tidal, although I do hate streaming of all sorts. I pay a monthly subscription fee solely to help a black owned business generate income along with the fact that I do like their live exclusive content. I REFUSE to make Apple any richer, along with Spotify, when they don’t care whatsoever about the artists that I care about.

    • King Mark111 /.\ December 2, 2015

      It’s not just the streaming companies, it’s their very own labels. Apple and Spotify music is leased out from tje labels, i mean the 4 BIG labels, RCA, Universal, Sony and I forgot the last one. These artists very own labels don’t give a crap about them.

      • iSpeakTruthNoFallacy December 2, 2015

        Mark you are exactly right. That is why I am in full support of Roc Nation and Tidal. Furthermore, that’s why I’ve been so patient with Rihanna concerning this album. There are only 4 major labels who’s only concern is making money not art. There is power within us

  7. AnnaliseKeatingsNewWig December 2, 2015

    It’s whateverrrrrrrr. As much as I love Alicia Keys I just couldn’t get into her speech at the Tidal Launch. She was speaking about artists being deprived of cash like she was the UNICEF keynote speaker. Piracy will always exist in some shape or form, so why should we be concerned with the pockets of millionaires when there are ACTUAL issues going on in the world.

    • King Mark111 /.\ December 2, 2015

      People brings up Apple iPhone and others, but the difference is that Apple gets on stage and say here’s a device that will help your day to day life. This is the best device for YOU. See the difference? Apple don’t go on stage and say we need to sell this phone to make us money. That what turned people away from Tidal. Instead of pushing a service that is best for you, it as this is how we can make more money. Has nothing to do with race, it was bad marketing and then no marketing right after.

      • ?Queen Molly? December 2, 2015

        I agree

      • IG: @mixedboy December 2, 2015


  8. shi December 2, 2015

    I have tidal so to be honest, i love it and I will continue to support black business because we know at the end of the day in America it’s all about race plan and simple, whites don’t want to admit it but tidal has my coins.

  9. Incredible December 2, 2015

    Jay Z is owned by corporate america … so you supporting “black” entertainer is really supporting his handlers

  10. Bey-Minaj December 3, 2015

    If only, apart from the streaming service, Tidal was like iTunes where one can just sign up and buy an album or singles or movie without having to subscribe. Tidal can become the #1 contender, but they need to have this option besides the streaming service.

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