I recently attended the Budweiser Made In America Music Festival in Philadelphia, PA and one sponsor really caught my eye: Tidal (The streaming music service). They did a great job promoting their product from interactive tents to having one of the stages named "Tidal". The thing that tipped me over was that they were recording the entire festival, every stage with what looked like very high end video gear. We are talking dollies, cranes, perches, zooms in the back... let us just say it looked very expensive.
As a paying Spotify customer I went home and signed up for the free Tidal trial, looked at the concert videos and honestly have not logged back on in almost 2 weeks. WHY!? I really could not see the value let alone the "extras" that would have me leave Spotify. The concert videos were "eh" and it made me realize that watching "Live Concerts" are HORRIBLE compared to the real thing. And as far as the underlying product I am consuming, both services provide the same thing: music to my ears.
Loving Tidal's advertising at Made in America, trying them out, yet never signing up for their service got me thinking of the book, 22 Immutable Laws of Marketing which is now 22 years old(1994), yet reads like it was published this year.
I took my own thoughts on the two companies to see how they stacked up against the 22 laws:
One thing that stuck out was that in my opinionated analysis, Spotify is doing AMAZING, but I will get to one aspect that authors Al Ries and Jack Trout did not anticipate in the crazy no profit billion dollar valuation games.
As far as Tidal, I think 3 huge laws that they have broken will pretty much explain why they will most likely have to fold in the coming months/years.