It was a bet that making TIDAL the only place to stream the anticipated new album would attract new subscribers - and that those subscribers would stick around after the free 30-day trial ended. In an effort to attract new users, TIDAL made wav es by obtaining the exclusive rights to Kanye West’s new album, The Life of Pablo. Despite the fanfare that surrounded the music service, which is backed by celebrity musicians like Jay Z, it has only a small fraction of the users and revenues of competitors like Spotify and Pandora. Since its launch in 2014, TIDAL has struggled to attract a large number of users.
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