Shawn Corey Carter alias Jay Z’s music and video streaming platform, TIDAL has launched in Africa in partnership with mobile & fixed telecommunications firm MTN giving MTN Uganda customers a variety of options for a data-inclusive TIDAL membership as part of their mobile plan to gain access to exclusive high-quality streaming music, videos, concerts and more.
Starting in Uganda, Tidal is set to also roll out in other MTN operations across Africa and comes with an array of membership options where customers can tap into one, three, seven and 30-day memberships, all of which include data and a free 30-day trial for all first-time members.
According to Lior Tibon, COO TIDAL, “Africa is a continent that has long been an inspiration for music heard around the world and TIDAL is excited to highlight the vibrant musicians on our platform. TIDAL is also thrilled to bring a new wave of digital music to Uganda as part of this collaboration.”
Tidal is also organizing an Artists Collaboration Conference on Thursday 27th September 2018 and The MTN TIDAL Experience on Saturday 29th September 2018. In case you’re wondering why Uganda and Nigeria and not Rwanda or Kenya – the answer is simple, Uganda just like Nigeria has a more youthful population.
It is estimated that 78% of Uganda’s population is below the age of 30 years while Nigeria has approximately 83% youth thus creating the right target market for Tidal services.
“I’m really looking forward to connecting with Uganda’s musicians and helping to bring the Tidal music streaming experience to fans across the country. We know MTN customers will love the diverse playlists, live streams, videos and original content available on Tidal,” Jason Kpana, Artist and Label Relations Head at Tidal was quoted saying.
The content on TIDAL offers a deeper look into not only the repertoire of artists, but the music that inspires the work they do.
MTN Uganda Chief Marketing Officer, Olivier Prentout said the Collaboration Conference will exclusively be attended by artists, music producers and promoters to bring them together to learn about the evolution of the music industry across the globe and how to expand locally along with the help of TIDAL. Following the conference, ‘The MTN TIDAL Experience’, featuring dancehall artist Kranium, will be for a select group of fans.
“At MTN we believe that everyone deserves the benefits of a modern, connected life. This partnership with TIDAL further demonstrates our strategic vision to lead the delivery of a bold, new digital world to our customers by making music more available on their smartphones. One product innovation MTN will add to the TIDAL subscriptions is the inclusion of data. MTN subscribers will be given the choice between daily, weekly and monthly packages payable only via Mobile Money (MoMo),” added Olivier.
Tidal comes to Africa at a time when musicians are challenging the socio-political establishment. Recently government of Uganda implemented a tax on social media, and it’s unclear how that tax will affect streaming services.