Jay Z, Jack White and other Tidal superstars have been thanking their streaming service subscribers for their patronage in a unique way. In addition to offering high-quality audio and exclusive content, the rapper and the Lazaretto rocker have personally called subscribers to express their gratitude for signing up for the fledgling service, Business Insider reports.
According to Tidal executive Vania Schlogel, “[Jay Z] called some of his fans and one of them made the funniest comment. He said, ‘This is the best customer service call I’ve ever received!'” White – who as of last May still didn’t own a cell phone – and other high-profile Tidal artists that signed the service’s “declaration” March 30th have also called subscribers. It’s unclear exactly how many phone calls Jay Z and White have made.
As Schlogel notes, these aren’t just random phone calls between artists and users. As part of Tidal’s infrastructure, artists are able to see which subscribers are listening to their music and how often. That transparency, she says, is part of what makes Tidal more musician-friendly than its competitors, and it also allows for Jay Z to call fans to thank them for both subscribing and using the service to stream The Blueprint. The Tidal exec adds that the Roc Nation mogul works every day on Tidal “because this is a life project for him.”
This superstar-to-fan direct contact is more prevalent in sports, as professional teams often ask their athletes to phone season ticket holders. Still, this marks the first time a music streaming service has employed a similar customer service tactic. “We’re not here to wage war, or try and steal subscribers from other streaming services,” Schlogel previously told Rolling Stone. “What we’re here to do is change the conversation about the value of music.”