![]() Their musical obsession only adds to the growth and success of the platform.Ĭontinue the Women of TIDAL conversation on social media. The digital streaming platform has added the HiFi Plus tier user experience, which grants access to lossless High Fidelity sound quality, master quality and immersive audio.Īlthough Tonya, Alexa and Melanie’s roles differ, they co-exist to expand TIDAL’s reach to potential new audiences, while maintaining the interest of the ones that already exist. “I think that differentiates us and helps us to stand out from the pack,” she says. The same goes for Maya Angelou and Malcom X. Back in January, TIDAL uploaded a playlist of Martin Luther King Jr.’s most famous speeches. In addition, Nelson-Fisher helps to curate themed playlists for specific holidays, months and even cultural icons. Cole, Jack White, Jason Aldean, Shawn JAY Z Carter, Kanye West, Lil Wayne, Madonna. The TIDAL artist-owners are Alicia Keys, Arcade Fire’s Win Butler and Regine Chassagne, Beyonc, Calvin Harris, Coldplay’s Chris Martin, Daft Punk, Damian Marley, deadmau5, Indochine, J. In this day and age, artists are more receptive because it helps to only add to their overall brand.įor Tonya Nelson-Fisher, the manager of music programming, she connects TIDAL’s “most passionate music fans” to their favorite genre, artists, era of music and more. TIDAL has the commitment of artist owners that believe in creating a more sustainable model for the music industry. There was more push back during the beginning of her career, where many artists perceived brand partnerships to be a gimmick, rather than something that can help expand their audience. “Fans know if it’s not authentic,” she says. The Sony Music alumas, where she held a similar role, stresses the importance of authenticity when pairing TIDAL or other artists with other brands. While social media controls the direct-to-consumer voice for the platform, Alexa Disney connects the DSP and collaborating artists with external brands that coincide with their musical content and overall message. Humanizing the brand is pivotal to keeping the audience engaged. When they feel seen and heard, they’re much more likely to engage in a meaningful way.” Catch up with Melanie Mercedes on Instagram and Twitter. Please remember that TIDAL needs to reach out to Discord in order to implement this connection. “The magic in social is being able to identify your audience and speak to them directly. Now her role has evolved to community manager of social which she describes is a role that goes far beyond solely publishing on social media. The New York University alumna has held the role of managing all social platforms for TIDAL.
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