Just a month after its high-profile announcement, the music streaming service Tidal has not been the overwhelming success that Jay Z may had hoped for. Priced at twice the cost of Spotify, and with a fraction of the library, who could have imagined such a service would flop?
Kanye sure didn’t, but now everyone’s favorite rapper/fashionista/ego-maniac is now trying to put distance between himself and streaming service: starting with his Twitter feed.
BGR reports that Kanye has purged his feed from any mention of the service, and changed his profile photo from the Tidal logo to an old album cover.
We’ll see if Tidal can turn it around or whether more artists start turning their backs.
Why It’s Hot
Kanye’s swift turnaround is showing how critical success needs to be when pairing branded launches with celebrity endorsement. Influencers like Kanye depend on maintaining credibility with the publicity they create; if a product fails, or a launch is botched, their image is at risk. Kanye is just an example for how new media habits are changing with promotions online, and the importance that “getting it right” really has to maintaining advocates. Even your biggest supports will abandon you quickly.