Just two weeks after Tidal briefly entered the U.S. iPhone top 20 download chart, the app has fallen out of the top 700. Even worse, its top rivals are steaming ahead.
Most alarming is the fact that Kanye West has deleted all mention of Tidal from his Twitter feed and even changed his profile picture back from the Tidal logo to an avatar from My Beautiful Dark Twisted Fantasy.
Is Kanye embarrassed by the company's business problems or by the rumor that its investors are members of the Illuminati?
I heard a comment -- a joke -- about the Tidal press conference being an Illuminati moment. I'm tired of people pinpointing musicians as the Illuminati. That's ridiculous. We don't run anything; we're celebrities. We're the face of brands. We have to compromise what we say in lyrics so we don't lose money on a contract.
Social media is already reacting to Kanye's move with questions and taunts but we'll have to wait for his official explanation.
In an early precursor of trouble to come, Tidal axed its CEO in a 'streamlining' move right after its launch. Meanwhile, things look grim for Tidal, which doesn't offer a free version of its service like main rival Spotify. The question of why people would want to pay for the pricey service seems to have an answer: They don't.
As Popdust previously reported, British folk band, Mumford and Sons, recently slammed the service, claiming in an interview with The Daily Beast that, Tidal’s musician backers and owners are, “new school fucking plurocrats" and that the band wouldn’t have dreamed of joining, even if they had been asked to.
“I’m not into the tribalistic aspect of people trying to corner bits of the market and put their face on it,” Marcus Mumford said. “That’s just commercial bullshit.
“We want people to listen to our music in their most comfortable way, and if they’re not up for paying for it, I don’t really care.”