Izintatheli zaseNorway zilandele insiza yomculo we-Tidal phakathi nonyaka futhi zaphetha ngokuthi inkampani ibonakalisa ilalela i-albhamu kaLemonade kusuka ku-beyonce kanye nempilo kaPablo kusuka Kanye West. Ngo-2016, womabili la mapuleti emavikini amabili nje alalele amakhulu ezigidi zabalaleli, kodwa, esethole usizo lweNorway Institute of Science and Technologies, ukushicilelwa kwakwazi ukuthola ukuthi izinombolo ezisemthethweni zibhekelwa ngaphezulu kwezinombolo ezingama-300 . Ukukhwabanisa okunjalo okuhloswe kuphuce abanye abaculi abakhokhelwa okufanele - kepha uBeyonce noKanye West banikeze imali enkulu.
Ummeli omningi we-Tidal wenqabile ukucasuka futhi amemezele ukuthi inkampani ingasebenzi. Le nsizakalo ayikavezi ukumangalelwa okusemthethweni, kepha iyunithi lomzabalazo wokulwa nobugebengu bezomnotho selivele laxoxisana nabanye abasebenzi bayo abaningana. Lesi akusona okokuqala ngqa amahlandla avusa amahlazo. Ngo-2016, kwavezwa amakhulu ezikweletu ezingakhokhelwa, ngo-2017 uJay Zi wabanjwa ngenxa yokweqa inani lababhalisile, kwathi ngokuhamba kwesikhathi insizakalo ishiye omunye wabasunguli bawo - Kanye West.