The rap mogul launched his new initiative last month (Mar15) at a press conference that featured Madonna, Rihanna, Kanye West, Alicia Keys and his wife Beyonce, among other big names, and Gibbard believes the new venture would have had more of an impact if Jay Z had invited struggling artists to join him onstage.

He tells The Daily Beast, "If I had been Jay Z, I would have brought out 10 artists that were underground or independent and said, 'These are the people who are struggling to make a living in today's music industry. Whereas this competitor streaming site pays this person 15 cents for X amount of streams, that same amount of streams on my site, on Tidal, will pay that artist this much'.

"I think they totally blew it by bringing out a bunch of millionaires and billionaires and propping them up onstage and then having them all complain about not being paid.

"There was a wonderful opportunity squandered to highlight what this service would mean for artists who are struggling and to make a plea to people's hearts and pocketbooks to pay a little more for this service that was going to pay these artists a more reasonable streaming rate. And they didn't do it. That's why this thing is going to fail miserably."