Tidal Launches $1 Million ‘Unplugged’ Endowment to Support Developing Musicians

Tidal on Thursday (Feb. 21), along with venture capitalists and philanthropists Mark Lampert and Robert Nelsen, announced the launch of a new $1 million artist grant called Tidal Unplugged committed to building emerging artists’ careers.

The initiative is funded by a donation from Lampert and Nelsen and plans to kick off in Detroit, where Lampert’s grandfather started his musical career. There, local artists will have the opportunity to submit their music through Tidal to receive part of the grant. The selected artists will work with the Tidal Unplugged team to create a personalized program intended to cover resources needed to further their careers, including living expenses, equipment, studio time and more, along with access to expert recording and creative resources.

Tidal Unplugged is a realization of Lampert and Nelsen’s desire to provide artists with the means to pursue their dreams, according to a press release.

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“The TIDAL Rising program is incredibly special to everyone at TIDAL – from the interns to the artist-owners — we recognize the power of streaming and the importance of supporting and encouraging emerging musicians,” said Jason Kpana, Tidal senior vice president of artist relations, in a statement. “Being able to expand the program to support musicians in an authentic and substantial way is truly an honor.”

Beginning March 1, Detroit residents can apply on Tidal.com/Unplugged. Artists from all genres are encouraged to submit, but music must be performed a capella or acoustically and must not rely heavily on digital elements. Finalists will be announced in May.

Those selected acts will work to develop and finish four songs for distribution, premiering them exclusively on Tidal upon their completion with promotion through Tidal’s Rising program. Artists will maintain total ownership of their recording masters. The program will culminate with a Tidal Unplugged showcase concert in November.

Following a pilot run in Detroit, Tidal intends to expand the Unplugged program into other markets.