Like many in the industry, we’ve been thinking of Beyoncé’s video for her latest track ‘Formation’ as a Tidal exclusive. As it happens, the video IS available on YouTube, but it’s not easy to find.
Tubefilter reports that the video has been set as “unlisted” on the service, meaning that fans can’t find it by searching. Instead, they have to find a direct link to the video on Beyoncé’s website – where, unsurprisingly, the Tidal version is being more heavily promoted. Cue fan comments under the YouTube version like “Why is it so difficult to find this damn video?”
It has managed to notch up nearly 33.9m views on YouTube since its release in early February, although the views on Tidal are unknown. There’s a bigger strategy at work here though, which is why we’re wary of Tubefilter’s unflattering comparisons to the 508m views of Adele’s ‘Hello’ on YouTube in its first five weeks.
Formation’s debut on Tidal – not to mention its Super Bowl performance – appears to have worked very well for Beyoncé in terms of promoting her upcoming tour and laying the path for more new music in the months ahead.