Drake + Apple: Is Tidal In Trouble?

It’s no secret that Tidal is struggling to get subscribers. BUT, we cannot deny that the idea behind Tidal is genius.

Apple – being the innovators they are – were one-uped by Mr. Carter so they quickly decided to snag Drake and bring exclusivity to iTunes.

That’s right! Drake has officially partnered with Apple and now his music will come exclusively to iTunes. Wow!

On top of that, the company announced at its WWDC 2015 that Apple streaming will be available June 30th. This means even more artists will be able to offer exclusivity to fans. This dynamic music service will empower artist and music lovers. Sound familiar?

The difference? Apple Music’s monthly subscription is $9.99 with an option to have a family plan for $14.99. On top of that, Apple Music, Beats and Connect will work together to give users the ultimate music experience. 

Exclusivity is sexy and cool. But how much are consumers really willing to pay for it?

It’ll be interesting to see both companies go tick for tack to be the winners of exclusivity and giving the ultimate music experience for the best price. 

It’s safe to say that Apple has made a new rival in Tidal and Jay-Z won’t go down without a fight.

As a fan of music. It’s going to take more than Drake and Beyoncé to convince me to pay a monthly subscription for music. Especially when my favorite artist release albums every 1-2 years? I could care less about seeing a live performance that I was not in attendance.

What do you think: Apple or Tidal? Comment below.

Photo credit: SAN FRANCISCO, CA – JUNE 08: Jimmy Iovine announces Apple Music during Apple WWDC on June 8, 2015 in San Francisco, California. Apple’s annual developers conference runs through June 12. (Photo by Justin Sullivan/Getty Images)

‘Be Ventilated’ – It’s Story Time In the Marketing World

While brands across the board are constantly trying to tell a ‘story’ in their marketing efforts, not all of them can get it right.

Luckily for Reebok, they snagged Kendrick Lamar for a very cool ‘Be Ventilated’ commercial for their Ventilator OG shoe. Reebok, as most brands do, loves to partner with some of the hottest people in popular culture and Kendrick is definitely one of them.

Reebok has a history of helping kids in the community realize their potential is limitless. I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It’s as simple as that. Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent,” said Lamar. (source: #ThisIsKendrick)

Three months ago Reebok and Kendrick Lamar created a short film directed by Anthony Mandler shot in the streets of Compton, CA that further tells the story of the new shoe and why he chose to be a part of the brand.

The trend we are beginning to notice with brands like Reebok, or what Powerade did a few months ago with Derrick Rose, is that brands are beginning to understand the art of storytelling.

Yes, brands have finally caught on that millennials don’t give a rats ass about a brand that they will never have an opportunity to be a part of. Millennials will not buy in if they cannot fit in. In order to grasp the youth you have to give them something to believe in. Those old traditional marketing tricks will no longer work.

This is why I proudly embrace the fact that my team and I are twenty-something year old entrepreneurs. We understand what the youth wants because we are a part of the culture. The youth will always win. Even when I’m in my 40’s I will have to understand that the youth will always control the tide. In order to stay relevant you have to stay with the times – and they are constantly changing.

Reebok, Powerade and Dick’s Sporting Goods in the last few years have caught on to the art of storytelling and recognize the wants of the youth which is why people buy into those brands. Sure, every brand that is generating revenue has a consumer buy-in of some sort. But a simple story can be told over and over again.

What do you think about Reebok’s partnership with Kendrick Lamar? Comment below or tweet us and give your opinion: