Jay Z and 16 of his high-profile musician friends now own a three percent share each into the music streaming company Tidal which was purchased for a whopping $56 million dollars. Tidal also claims to pay the highest percentage of royalties to musicians and songwriters within the music streaming market. In order to stand out from the rest of their competitors, i.e. mainly Spotify, Tidal is pinning its hopes on exclusives with other musicians, but the question beckons, will this be what sets them apart from the rest of these streaming platforms? Controversy is certainly ensuing as the rumour mill is a float with whispers everywhere about free model's vs paid model's and musicians giving Tidal exclusivity.
Taylor Swift's "1989” album’s notable absence on Spotify was due to a ‘windowing' strategy. But now she's even pulled her entire back music catalogue from the popular streaming service. Some say it's reportedly due to a dispute regarding streaming revenue dividends which are a lot lower than download revenues. This ‘windowing' strategy which has certainly paid dividends for now has sold more than 1.287 million copies in the week ending Nov 2. BUT given that streaming is predicted to be ubiquitous 5 years from now Taylor Swift may need to shake off her streaming inhibitions sooner rather than later. Remember artists had the same fears about iTunes back in 2003 and this week Spotify revenue in Europe has overtaken income from iTunes downloads for the very first time.But the question is, can all artists afford to exclude Spotify to have a 'windowing strategy?
On my quest to discovering 'who' some of the faces behind the music industry are, I decided to meet four young men who are entirely responsible for the phenomenon and the mass hysteria which is created every single week by one nightclub called Levels. Since its opening night on June 30, 2012 it has become one of the fastest and most successful branded nightclubs in Melbourne, mostly due to the vision that these four young men I'm about to introduce you to had. Every detail in creating a successful night weekly at Levels nightclub as well as all the other clubs that they are promoting comes from a well thought out plan and vision that they have. From the 'type of music' that they want played at their clubs to their 'weekly themes' no stone is left unturned.
Melbourne based duo Adam Bartas and Dean Paps are the musical geniuses which make up Orkestrated , they have over 15 years of deejaying experience between them and are simply visionaries in the art of sound. Its little wonder why these two aficionados have such a massive cult following wherever they are spinning records. Dean Paps and Adam Bartas are so distinct in their style of music that you know within minutes its them behind the turnstiles.