Agreed. Very much in alignment.

Couple of challenges:

- tech/private key literacy (it’s more the managers who need to buy as they’d be using it everyday)

- contracts/deals relating to catalog monetization (will need to update TIDAL supplier deals to include monetization via these channels, and the suppliers will want a cut from their artist)

- merch makes sense but more and more 360 deals see labels running that too

- TIDAL will need to start with direct deals and prepare for major label push back