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Kanye West Shames Apple Inc. (AAPL), Pressures Cook To Acquire Tidal

Apple Inc. Tim Cook

Apple Inc. should acquire the streaming rival – Tidal, and Tidal, on its part, should accept the offer, says Kanye West. The rapper – on Saturday- sent several tweets saying the rivalry between Tidal and Apple was “[expletive] up the music game.”Apple Inc (NASDAQ:AAPL) Music

Kanye West wants a deal soon

West suggested that Cook must accept the bid – invoking the name of deceased Apple CEO Steve Jobs, and both the camps should schedule a meeting to expedite the talks. “Apple give Jay his check for Tidal now and stop trying to act like you Steve,” West tweeted. “I need Tim Cook Jay Z Dez Jimmy Larry me and Drake Scooter on the phone or in a room this week!!” Speaking to his 25 million Twitter followers, West said, “We’ll all gon [sic] be dead in 100 years,” so “Let the kids have the music.”

The comment from West, may reflect Tidal’s struggle with its business model. The music streaming firm has tried to up its subscribers number by offering exclusive content including Jay-Z’s and his megastar wife – Beyonce’s, catalog.

Initially, “The Life of Pablo” – West’s highly anticipated album was publicized exclusive to Tidal, but eventually, it got broadly released on Spotify and other platforms. It also resulted in a lawsuit filed in April, claiming Tidal and West misled subscribers. The lawsuit was eventually dismissed.

Tidal, which has over 4m subscribers, has been struggling due to executive turnover and disapproving comparisons to rivals like Apple Music and Spotify. Both the rivals have more subscribers.

How Tidal could help Apple?

Apple Inc. could benefit from Tidal’s acquisition in two ways. First, it will help it to compete effectively against Spotify – as far as the number of subscribers are concerned. Second, Tidal’s close relationship with the artists will surely benefit Apple Music. Apple, by with releasing highly anticipated albums on its platform first and aligning itself with big name artists, has been able to differentiate its service from Spotify. Same way, Tidal has also tried to use the exclusivity game. For instance, you won’t find Prince’s extensive library of music on Apple Music, but it’s available on Tidal.

Last month, the WSJ reported that the iPhone maker is considering buying the upstart music platform founded by Sean “Jay Z” Carter. Tidal has failed to gain mass appeal despite Carter’s high profile backing and its star power. The WSJ reported that the acquisition of Tidal and alongside Jay Z’s portfolio of popular musicians and friends would strengthen Apple Music. The Journal also said that there are chances that the talks may not result in a deal, and the terms of the deal are not known. As per the WSJ, a Tidal spokesman denied any talks with the Apple Inc. .

Previously, also West has made demands through Twitter, but it’s unlikely, this will get him on Tim Cook’s radar.

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Aman is MBA (Finance) with an experience on both marketing and Finance side. He has work as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, playing PC games and cricket.

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