Premium streaming service Tidal has signed on a new public relations and marketing firm. The company’s duties in that department will now be managed by MWW, which also represents online businesses Netflix and Eventbrite.
Tidal has ridden a public opinion roller coaster over the past year. We first took a listen to its hi-fi audio tracks last fall and were mostly underwhelmed by the touted revolution in sound quality. Since then, the company has folded in sister service WiMP, changed ownership and is now under the guidance of hip-hop legend and business mogul Jay-Z. Although his recent efforts to create an artist-owned player in the streaming industry have been met with challenges, Tidal is putting out new features to show that it’s more than just an exclusive club for Mr. Carter and his A-list friends.