Scandinavian streaming service WiMP is being rebranded as Tidal, the other service launched by its parent company Aspiro before its recent acquisition by a company owned by Jay Z. Tidal is now the main brand across the world, with the emphasis on its lossless-quality streams, as well as the combination of audio, music videos and editorial that was pioneered by WiMP and then carried over to Tidal. 

This isn’t a complete surprise: at the recent By:Larm festival in Aspiro’s native Oslo, all the public branding was around Tidal, despite WiMP being the service that was available in Norway. One line in the press release announcing the rebranding hints at Jay Z’s plans for Tidal, too: “Tidal is a single destination for artists and fans to share ideas, exclusive content, songs, videos, studio sessions, rough tracks, personal conversations and more.”

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