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Tidal gets naming rights of theatre set-up at Barclay Center

By | Published on Tuesday 27 October 2015

Tidal

Hey, Spotify, Deezer, Apple Music, Pandora, Napster, Rhapsody, YouTube, Vevo, SoundCloud, you lot, with all your users, have you got a venue? Well have you? No. You haven’t. And that’s why you’re all second rate streaming services.

Tidal, now that’s a streaming service. Because it, see, has a venue. Well, it has secured naming rights for a venue. Well, it has secured naming rights for a venue when it’s set up in a certain way. And that, people, is the future. You heard it hear first.

So yes, Tidal has done a deal with the Barclays Center in New York, host to the recent Tidal X 1020 bash, which will see the venue’s smaller (though still significant) theatre configuration rebranded as the Tidal Theatre. Under the deal the streaming service will host its own events in the space, probably with more emerging talent than last week’s all-star concert, which was designed to celebrate Tidal getting itself a million subscribers.

Tidal owner Jay-Z has a long alliance with the Barclays Center, having been a shareholder in the enterprise when it opened, and being the first act to play there in 2012. Tidal actually forged a content partnership with the space earlier this summer, but the naming rights deal has only just been announced.

According to Billboard, the venue’s boss Brett Yomark says the partnership “affords us the opportunity to work with Tidal on emerging artist platforms and showcases, as well as some of their other artists, it doesn’t have to just be emerging artists. As evidenced by [Tidal X 1020] the other night, Tidal, when they want to, can put on some big time events, and we anticipate having quite a few here at Barclays Center”.



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