Are you familiar with Tidal? It’s a subscription-based music streaming service acquired by Jay-Z and backed by other megastars. It’s competitors are Spotify, Pandora and Apple Music, but its fans do not appear to be many.

Earlier, I wrote a short blog post about how to launch. The main idea is that you can’t compromise who you really are when you decide to share your product, service or idea. We will figure you out, disconnect, and you’ll lose.

Tidal compromised, and that’s why the perception of them being unworthy of music streaming dominance is perpetuating in the minds of others. To make this point, let’s look at their launch event.

What’s wrong with this picture?

1. Small – These artists appear smaller on stage than you will ever see them in performance. Their body language is in direct contrast to who they are when they’re commanding a stage. When someone you know starts acting out of character, how does that make you feel?

2. Comparison – Standing on stage, there is a natural comparison that happens. This can be damaging by sacrificing the perception of someone who may not be seen as favorable as the next artist. There is a diminishing of value that takes place.

3. Team mentality – There is no “I” in team. We need our favorite artists to be individuals, not followers or part of the pack. Teams are controlled by a coach and managed by referees. The allure with celebrities, in part, is a perception of boundless freedom.

It’s all about perception…

This was Tidal’s first chance to present themselves to the world, and every decision shaped perspective. Inconsistencies here translate into perceived inconsistencies that might exist with the Tidal service.

As a comparison….

Here is a picture of Drake at the “launch party” for Apple Music. In comparison there is focus (which I talk about here) and consistency.

Drake commands the stage and Apple demands attention.

When you launch, be yourself, it’s the reason we showed up in the first place.