Jay Z is the owner of Tidal (when he remembers) who, until 2013, owned stake in the massive Brooklyn concert venue and sports arena Barclays Center. Now Jay has inked a sponsorship deal with Barclays to rename a theater within the venue after his streaming service, Billboard reports. The theater, formerly known as Cushman & Wakefield Theater, will officially be called the Tidal Theater, beginning today.
How'd they come up with that name?
Barclays Center CEO Brett Yormark told Billboard that the partnership was a "content deal," meaning that in addition to the theater rebranding, Tidal will also be in charge of curating Tidal-centric programming for the venue. According to the deal, there will be a minimum of eight Tidal performances and showcases per year at its namesake theater, scheduled alongside other events. Billboard reports this is the first time a "digital content company" has acted as a sponsor for a live performance venue. Maybe the Barclays execs didn't think Tidal's recent showcase was as benign and hollow as we did.
The branding partnership is just another step into Jay's already comfortable relationship with Barclays. Earlier this year, Jay Z's management company Roc Nation began a multi-year programming deal with the venue to get artists from the Roc Nation roster on the Barclays stage. Jay himself even promised to perform one show per year there.