Scandinavian streaming music service WiMP is launching in the US and UK, and sensibly, has come up with a new brand that has less connotations of weakness. The new service will be called Tidal, and it launches in the autumn. The key selling point will be audio quality: 25m tracks at lossless quality, with 75,000 HD videos and editorial content thrown in too, like the WiMP HiFi service in Scandinavia. This will come with a price to match: $19.99 / £19.99 a month for subscribers, who’ll be able to access Tidal through web browsers and iOS / Android apps. “Initially, streaming was all about access to everything, everywhere, which many services now provide. Tidal is not just another one of those providers,” said CEO Andy Chen. “Rather than remaining in background to some other activity, music deserves to take center stage with quality at its heart.” The key question now is how Tidal will be marketed. With established rivals already battling for telco deals, entering the US and UK with a splash may require some clever partnerships on Tidal’s part.