Tidal cements a sponsorship deal with Barclays CenterTidal

Tidal cements a sponsorship deal with Barclays Center

Jay-Z still believes in the future of Tidal. The hip-hop mogul’s streaming service lags behind competitors both in sales and word-of-mouth market share, but as of October 26, Jay-Z experienced a major win: he officially renamed the Cushman & Wakefield Theater within Brooklyn’s Barclays Center as the Tidal Theater. The rapper owned stake in the concert venue and sports arena until 2013.

Barclays Center CEO Brett Yormark revealed that the current deal inked between Barclays Center and Tidal was a “content deal.” As such, Tidal will curate Tidal-centric programming at the new theater in addition to its rebranding. There will be at least eight Tidal performances and showcases each year at the theater, in addition to other events. According to Billboard, this is the first time that a digital content company has served as a sponsor for a live music venue.

This is not the first branding partnership between Jay-Z and the Barclays Center. Earlier this year, the artist’s management company, Roc Nation, signed a multi-year programming contract with the venue to get more Roc Nation artists booked at the venue. As part of the arrangement, Jay-Z also promised to perform one show per year there.

H/T: The Verge

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