“We know others have experimented with in the market, but it’s really hasn’t been done on a large scale,” says Lior Tibon, Tidal COO. Tidal is the second prominent streaming service to introduce a user-centric streaming model, following SoundCloud’s rollout of its fan-powered royalties for indie acts back in March. Fan-centered royalties just shines a brighter light on what it means to bring new people to the platform and how their behavior tied for royalties, and we’re really excited to promote that conversation.” “I think if you’re trying to build a rich ecosystem of fans and artists, you prefer, of course, more customers to fewer customers. It’s indifferent between one person with 1,000 streams and 10 people with 100 streams. It’s probably a swing of the pendulum too far in the other direction and it doesn’t really value adding new people to the platform. And then the introduction of streaming just evolved into what was easiest to measure 10 years ago, which is just count up the streams. If you remember back in the day of buying a CD, if I bought a CD and you bought a CD, those were two CD sales - no one knew or cared how much each of us loved that CD or listened to it or never listened to it. “If it were a slam dunk that this got all artists paid more I think it would have been universally adopted and certainly easy for us to evangelize since we’ve always been at the front of paying artists the most. “We’ve been working with all the labels big and small to move toward fan-centered royalties,” Dorogusker says.
Currently, the program is invite-only, but Tidal says it will continue to increase access over the coming months, and it is partnering with distributors including DistroKid, TuneCore, Stem, CD Baby and Symphonic to allow artists on those platforms to register and receive payments through their respective distributors. Tidal says artists must opt-in to access direct artist payouts. And these features are just the first steps in this direction.” The second big idea is to create new revenue opportunities for artists. That means showing the data, and that means taking action on it. “The first is transparency, making sure there’s a direct connection between fans listening and their favorite artists. “For the new artist features we focused on two big ideas,” Jesse Dorogusker, head of Tidal, tells Billboard. Listeners will be able to track who their top artists are every month through the My Activity feature.
TIDAL LOGO PLUS
In addition to the new payment structure, Tidal says 10% of the subscription fee from HiFi Plus users will go to their most listened to artist that month (directly into their Cash App account in the U.S., or their PayPal account globally) in addition to their normal streaming royalties.
Instead of using the current pro-rata system, which pays rights holders based on their share of total streams, fan-centered royalties will be paid based on the streaming activity of each individual HiFi Plus subscriber. The Tidal HiFi Plus tier is where the revenue for direct-to-artist payouts and Tidal’s fan-centered royalties will come from. With Square's Tidal Acquisition, New Interim Head Says, 'We're Not Trying to Win The Ear'
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