At the same time it is beginning to look suspiciously like a record label with the release of Chance The Rapper’s ‘Colouring Book’ mixtape. But Rihanna’s ‘Anti’ was given away by Samsung while Spotify’s rock legends exclusives are streaming only.Īpple is beginning to push the envelope though, pitching creative solutions to labels and artists, resulting in output like videos for The Weekend and Drake. Understandably, the exclusive albums of each company’s respective godfather are genuinely exclusive. For example, Beyoncé’s ‘Lemonade’ is only available to stream via Tidal but was available to download on iTunes within 24 hours of release. Looking at the flagpole exclusives across Apple Music, Tidal and Spotify, most of these are available on other platforms as downloads, while many are available to stream. But in music the rules are far more flexible.
If you want to watch ‘House Of Cards’ you need Netflix, if you want to watch ‘Man In The High Castle’ you need Amazon Prime. In the streaming video world an exclusive means exactly that. First victory in the exclusives war or overspending for market share? Now reports emerge that Apple is in talks to buy Tidal. They have performed their roles of disruptive entrants well, reshaping the competitive marketplace with a strong focus on brand and artist exclusives. Their arrivals defined Spotify’s role as incumbent while simultaneously casting Apple and Beats as challengers. The streaming world has changed a lot in that time and both those companies have had a disproportionately large amount on influence on the market’s direction of travel. It is 15 months since the launch of Tidal (which was 2 months after Jay-Z’s Project Panther Bidco bought Aspiro) and it is 12 months since the launch of Apple Music (which was a year after Apple bought Beats Music).
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