Jonathan Price, Spotify's global head of communications and public policy, told Billboard that 80 percent of its 15 million paying subscribers started with the company's free service. Customers test out the product for free and then decide to pay $9.99 for the premium version. Spotify argues its "freemium" model-the basic version is free and the premium version costs money-makes the most economic sense. "That's a lot.they have to provide more than what is already out there." "They are asking you to spend a minimum of $120 a year on Tidal, when the average person only spends $60," says Andrew Hampp, a senior correspondent at Billboard. Instead, the basic service costs $9.99 and the high-definition version costs $19.99. But price could be a problem for Jay-Z's upstart: There are no free options. If video is any precedent-Netflix alone has 57.4 million paying subscribers-there may be a huge, untapped market for paid music as well. While the venture is partially owned by chart-toppers such as Beyoncé, Kanye West and Madonna, industry observers and Internet commenters alike question whether the pay-to-play service can compete with the likes of Spotify, Google and soon Apple, which collectively have 40 million paying subscribers around the globe. On Monday, more than a dozen of the biggest names in pop took to a Manhattan stage to formally launch Tidal, a new streaming service originally purchased by the Brooklyn-born rapper for $56 million. Now, the 45-year-old, whose real name is Shawn Carter, is trying out a new identity: music industry disruptor. Over the past three decades, Jay-Z has undergone an improbable transformation from drug dealer to rapper to music mogul.
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