(AllHipHop News) On March 30, Jay Z joined with part owners Beyoncé, Alicia Keys, Rihanna, Madonna, Kanye West, Nicki Minaj, J. Cole, and eight other high-profile acts to announce the launch of the revamped music streaming service Tidal. Since that time, Tidal has experienced both positive press (release of exclusive content from Jay, Bey, Rih, Cole, & others) as well as negative press (CEO replaced, decline on Apple App Store charts).

[ALSO READ: Jay Z, Alicia Keys, Beyonce, Kanye West, J. Cole & More Announce Tidal Will Be The First Artist Owned Music Platform]

Changing the public perception that Tidal’s $19.99 hi-fi premium service cost is too expensive (there is also a $9.99 tier) and having to compete against well established music streaming services such as Spotify, Beats Music, and Rapsody could be Tidal’s biggest obstacles.

AllHipHop.com’s Chuck Creekmur sat down with Tidal Chief Information Officer Vania Schlogel to discuss the company’s strategy for success in a relatively new marketplace, creating a space for artists and fans to connect, providing a platform to highlight emerging/independent artists, and remaining competitive against other streaming options.

“In order for us to succeed, we don’t need to steal subscribers from other platforms,” explains Schlogel. “I think what makes us unique is the fact this is artist owned, so it’s a different type of involvement.”