The idea is cribbed from TV and fits into the new strategy of catching customers with podcast, targeted (self-selected) advertising and no longer having to pay royalties for every minute of play because own content is being launched. This also strengthens the negotiating position with the major labels, which ensured that Distrokid could not be more integrated with Spotify. Direct distribution and better payment of artists is a thorn in their side. Now Tidal cares more about that, because that share was just handed over to another music service that wasn’t yet so dangerously close to the major labels in business.