When I joined TIDAL as Executive Creative Director, the platform was at an inflection point. We'd built something genuinely different, a streaming service that put artists first, but we needed to give that philosophy a tangible, functional expression. TIDAL Artist Home became that expression.

The Challenge

Streaming had commoditised music. Every platform offered roughly the same catalogue at roughly the same price. Artists had become content suppliers, their work reduced to algorithmic fuel. We saw an opportunity to flip that dynamic, to build tools that gave artists genuine ownership over their presence on a platform, something no competitor was offering.

The Insight

Artists don't just want to be heard. They want to be understood. They want control over how their work is presented, how their story is told, how they connect with the people who care about what they make. Every other platform treated artist profiles as static, utilitarian pages. We treated them as creative real estate.

The Work

TIDAL Artist Home gave musicians unprecedented control over their TIDAL presence, custom visuals, curated playlists, direct-to-fan messaging, and release storytelling tools. The launch campaign needed to demonstrate this power shift, not just announce a feature update.

We built the campaign around artist voices, not platform marketing speak. We partnered with artists across genres to showcase how they were using these tools to deepen fan relationships. The creative was intentionally lo-fi in places, raw in others, reflecting the authentic, unfiltered connection the product enabled.