TIDAL continues its decline after Kanye West deleted his online affiliation to the streaming service.
Things aren't looking up for music's latest attempt at innovation. TIDAL dropped out of the top 750 in the iTunes app store, former CEO of TIDAL, Andy Chen, left the company and replaced by Peter Tonstad who has "a better understanding of the industry and a clear vision for how the company is looking to change the status quo," they forced out 25 employees and now seemingly lost support from Kanye West.
West joined the likes of Jay Z, Beyonce, Madonna and Rihanna at the over-the-top signing ceremony last month, but perhaps Yeezus is tired of lending his persona to the ever-sinking app. Any mention of TIDAL on West's Twitter feed was deleted and his Twitter profile changed back from the not-so iconic teal color avatar.
However, Kanye, who recently performed at TIME's gala for the 100 most influential people on the planet, defended TIDAL in his recent essay for Paper magazine.
I heard a comment -- a joke -- about the Tidal press conference being an Illuminati moment. If there was actually an Illuminati, it would be more like the energy companies. Not celebrities that gave their life to music and who are pinpointed as decoys for people who really run the world. I'm tired of people pinpointing musicians as the Illuminati. That's ridiculous. We don't run anything; we're celebrities. We're the face of brands.
Perhaps he's tired of being simply a face to Jay Z's brand.