Rapper Jay Z is going the extra mile to provide the best customer service for his new streaming site Tidal by personally calling new subscribers.
The 99 Problems hitmaker enlisted his wife Beyonce and a string of famous friends, including Rihanna, Jack White and Kanye West to help him unveil the relaunched company last month, and he is taking his involvement in the business to the next level.
Tidal executive Vania Schlogel tells Business Insider: "(Jay Z) called some of his fans and one of them made the funniest comment. He said, 'This is the best customer service call I've ever received!"'
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Jack White has also been phoning paid-up subscribers to welcome them to Tidal.
Meanwhile, it appears things aren't going as smoothly as Jay Z would have liked behind the scenes - his Tidal CEO has reportedly stepped down just weeks after the launch.
Andy Chen, who was a CEO of Tidal's parent company, Aspiro Group, will be replaced by former Aspiro CEO Peter Tonstad.
Confirming the change at the top a Tidal spokesperson says: "Tidal's new interim CEO is Peter Tonstad - a former CEO of parent company Aspiro Group.
He has a better understanding of the industry and a clear vision for how the company is looking to change the status quo.
"He's streamlining resources to ensure talent is maximised to enhance the customer experience. We've eliminated a handful of positions and refocused our company-wide talent to address departments that need support and cut redundancies."
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