It has been announced today that music icon Prince has inked an exclusive deal with streaming service TIDAL for the release of his new album HITNRUN.
The project, which has been described as “experimental,” is set to debut on September 7, and features the first single, “HARDROCKLOVER.”
Prince’s partnership with TIDAL has been in the works for months and was formed out of mutual admiration and a profound belief in artists’ rights. In May, TIDAL live streamed the first hour of Prince’s “Rally 4 Peace” concert in Baltimore.
“After one meeting, it was obvious that Jay Z and the team he has assembled at TIDAL recognize and applaud the effort that real musicians put in to their craft to achieve the very best they can at this pivotal time in the music industry,” said Prince. “Secondly, TIDAL have honored Us with a non-restrictive arrangement that once again allows Us to continue making art in the fashion We’ve grown accustomed to and We’re Extremely grateful for their generous support. And lastly, in the tech-savvy, real-time world We all live in today, everything is faster. From its conception and that one & only meeting, HITNRUN took about 90 days to prepare its release. If that’s what freedom feels like, HITNRUN is what it sounds like.”
TIDAL co-owner Jay Z welcomed Prince to the TIDAL family. “Prince has always been a visionary, a free-thinker. We’re honored to offer his breadth of work, 1999, Purple Rain, etc., music that has inspired so many, on TIDAL. We’re also excited to be the home for his new upcoming album, HITNRUN,” he said. “Both Prince and TIDAL share the belief that all creatives should have the opportunity to speak directly to those that love and support them. This partnership with Prince represents TIDAL’s philosophy in its truest form, a 1 to 1 connection and direct delivery of artistry to the world.”
Prince worked with co-producer Joshua Welton on HITNRUN, which follows last year’s ART OFFICIAL AGE and PLECTRUMELECTRUM.
“Super hardcore Prince fans that know every song he’s ever recorded—we refer to them as ‘The Purple Collective’ or ‘The Purple Army’—this album is absolutely for them, because it’s super funky,” said Prince’s band 3RDEYEGIRL. “There are a lot of experimental sounds. It’s just hit after hit and definitely caters to those fans who just love to hear what Prince has to say, rather than wanting to always hear that classic Purple Rain Prince sound.”