JAY Z Makes Big Move with TIDAL


According to Billboard, the Barclays Center in Brooklyn has signed a name-in-title sponsorship deal with Tidal, the subscription streaming service that will see the arena’s theater configuration operate as the Tidal Theater.

The Barclays cut-down theater configuration, which features an advanced curtaining system located in the bowl, had operated as the Cushman & Wakefield Theater since the arena opened three years ago. The theater officially becomes the Tidal Theater today, and Cushman & Wakefield has been “repositioned” into other areas of Barclays Center, according to Barclays Center CEO Brett Yormark, who describes the Tidal partnership as a “content deal.”

The relationship will tap into Tidal’s artist development platform Tidal Discovery, as well as serving up unique experiences via Tidal X. As part of its naming rights agreement, Tidal will be curating events in the Tidal Theater with emerging and established artists. “[Tidal] will put a minimum of eight events into the theater annually,” Yormark says, “but we’ll compliment that with other events.”

This comes after the TIDAL X concert last week, which was streamed by 3.3 million people across 198 countries, the show boasted performances from the likes of Beyonce, Nicki Minaj, and Usher.


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