Week 2: Changing the Tides of the Music Medium

If you told a story, regardless of the medium, would you want it to be twisted, adapted or represented in a way that didn’t show your true character or give you full credit?

For many artists in the music industry, the extension of their voices and performances through large conglomerates and social media have angered them to regain control of the medium through which they are personified and connected with their audience. “TIDAL” is a modern example of this, where we have seen the power of the media producer and the power of the media consumer interact in unpredictable ways (Jenkins, H 2006).

With subscriptions providing access to high fidelity sound quality, high definition music video and curated editorial the medium has ensured that quality control and concentration of ownership are at the baseline of ensuring that every important story gets told and every brand gets sold…in the artists favor (Jenkins, H 2009).

Competitive Media Platforms

Operating as a convergence culture however, brings with it a world of boundless opportunities and choices, with competitors such as Pandora, Spotify and Soundcloud offering both free and paid consumer usage, Tidal is changing the symbiotic relationship by which the medium itself is influencing how we ‘the audience’, interact and receive the message ‘the music’. Although the societal changes introduced by Tidal include a more personalised experience with the artists themselves, are we truly going to adopt the new invention or innovation as an active participant? Or does it force ourselves to re-adopt the pure role of the consumer.

Here are some ways the service has attempted to include society as an active and content sharing protagonist. Would you try it??

TIDAL ON TWITTER

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3 thoughts on “Week 2: Changing the Tides of the Music Medium

  1. Music is one of my passions so your blog title grabbed my attention straight away! and how glad I was that I read it. I never even knew this music service Tidal existed. It’s fantastic how this new medium is changing the way in which we interact with music and thereby the message we receive. I really like the concept that it brings the control of the content back to the original creators of it, taking away the influence of production companies and the like that are affecting their art form. In an interview for themuse.com (2015), Jay-Z said of the streaming service ” We’re going to offer more, we’re going to talk to you, we’re going to find out what you like and introduce you to new music.” I like this notion and the fact that through this innovative media platform, a dialogue is fostered between fans and creators so the content artists produce remains authentic to what they want their music to be. Thanks for a great and informative read!

    references
    Hope, C 2015, What is Tidal? Jay-Z explains,The Muse, Blog,4th March, viewed 17th March 2016.

  2. Absolutely great read!
    I honestly didn’t have any clue about this TIDAL event. It’s surprising because I’m pretty sure If anybody said Jack White was part of a thing called TIDAL, I would have been like “WHERE!! I MEAN… I KNOW???” (upwards inflection intended).
    But honestly, this is a great example where the convergence of media can be viewed as somewhat saturating the marketplace (Online marketplace — if we can even refer to the mentioned companies, as abiding by the “traditional conventions” of a marketplace).
    I agree and also discovered so many themes within your article, however, is there any worth mentioning Bandcamp? As I’ve seen/heard this to be an incredible platform for developing young musicians.

  3. Music is one of my passions so your blog title grabbed my attention straight away! and how glad I was that I read it. I never even knew this music service Tidal existed. It’s fantastic how this new medium is changing the way in which we interact with music and thereby the message we receive. I really like the concept that it brings back the control of the content back to the original creators of it, taking away the influence of production companies and the like that are affecting their art form. In an interview for themuse.com (2015), Jay-Z said of the streaming service ” We’re going to offer more, we’re going to talk to you, we’re going to find out what you like and introduce you to new music.” I like this notion and the fact that through this innovative media platform, a dialogue is fostered between fans and creators so the content artists produce remains authentic to what they want their music to be. Regarding your blogging style I particular like the balance you’ve seemed to strike between personal and professional voice. You also have an extensive list of sources to check out. I also liked how the text was broken up a bit with the pictures. Very good read!

    references
    Hope, C 2015, What is Tidal? Jay-Z explains,The Muse, Blog,4th March, viewed 17th March 2016.

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