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Win Butler addresses TIDAL’s “poorly managed launch,” ongoing issues

on September 19, 2015, 3:10pm

Since TIDAL’s debut back in March, the streaming service has received a fair amount of flack due its hyperbolic rollout and high price point. None appear more aware of this than the artists who co-own TIDAL, including Arcade Fire members Win Butler and Regine Chassagne. In a recent interview with The Independent, Butler shared his thoughts on the service’s “poorly managed” launch and ongoing issues with the platform.

Butler attributed the negative reception to TIDAL’s launch the result of the involved artists not knowing “anything about the PR”, adding, “It was a poorly managed launch, but conceptually the thing that we liked about TIDAL was that it’s HD streaming quality.”

(Read: A TIDAL Wave of Skepticism: A Letter to Clueless Celebrity Investors)

As for the service’s $20 a month subscription fee for HD streaming, Butler placed the blame on major record labels for dictating the high cost.

“The major label music industry has completely ruined every aspect of their business,” he said. “At every step of the way they’ve had the tools offered to them to create an industry that works, and they’ve completely blown it. That’s why we never had any interest in signing a contract with one of these companies because they’re clearly completely clueless.”

Ultimately, Butler defended the decision to become involved in TIDAL, saying it would have been “silly” to not sit down with Jay Z, Kanye West, and Daft Punk to talk about how music will be distributed.

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