Last night, business mogul and rapper Jay-Z performed what turned out to be a history-making show last night at New York’s Terminal 5.

In the wake of low subscription rates and online backlash from music fans who would rather do anything other than pay $20 a month for a Tidal subscription, Jay-Z pulled from his bag a tricks a cue from experiential marketing. The 45-year-old rapper performed a free concert, and streamed it exclusively from the paid, monthly subscription app he and his pop star friends joined forces to create.

He performed 40 rare tracks that span his 19 year career with a live band. Songs performed include “Never Change,” “Dead Presidents I,” “Murda Murda” and a stripped-down “22 Twos.” Jay-Z also did the unimaginable and reunited most of Rockafella records, welcoming to the stage Memphis Bleek, Beanie Sigel and Philadelphia Freeway.

This stunt is only one among many Tidal-only exclusives like behind-the-scenes footage from Nicki Minaj’s Pinkprint Tour or Beyoncé performing an acoustic diddly at her piano. Jay-Z’s plan for Tidal is put control back in the hands of the artists, but in turm skeptics fear it removes a level of concern for fans, despite the tagline “Tidal for All.”

Actually, Tidal’s slow start only bolstered subscription rates for Spotify, when it fell from Apple’s Top 700 app list last month. To be clear, Tidal has been offering a free 30-day trial to new users, many of whom signed up based on hype and to see this show from the comforts of their living room. Those lucky few in attendance at last night’s show were winners from a Tidal subscriber contest. New York Daily News begs the question, “Is Tidal worth the subscription for this type of ‘exclusive content?’

The assumption behind this live stream is just as outmoded. Mesmerized as I was, I wasn’t fully engaged, and I couldn’t help but wonder: How many paying customers are likely to block out two hours on a Saturday night to watch concerts in one sitting? – Jason Silverstein, NY Daily News

The digital world is all about innovation, and currently, Tidal isn’t offering anything new. I guess we’re all going to have to wait to see how Tidal does in the long run, but even after a show as epic as B-Sides, we’re all still skeptical.

Has Jay-Z finally met his match? Will the mogul be able to keep up in the digital space?

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