Women of TIDAL are shape shifters.

Every now and then, the age-old debate on whether to have dinner with Jay-Z or take $500,000 trends on social media. Fans provide arguments for both sides of the spectrum. Some argue that a conversation during a dinner with Hov will catapult them to insurmountable heights, while others look to cash-out on-demand.

Well last September, TIDAL’s Twitter account finally put the debate to rest with the now viral response “Take the $500K,” tweeted from the thumbs of social media manager, Melanie Mercedes.

The New York University alumna has held the role of managing all social platforms for TIDAL. Now her role has evolved to community manager of social which she describes is a role that goes far beyond solely publishing on social media.

“The magic in social is being able to identify your audience and speak to them directly. When they feel seen and heard, they’re much more likely to engage in a meaningful way.”

Humanizing the brand is pivotal to keeping the audience engaged. While social media controls the direct-to-consumer voice for the platform, Alexa Disney connects the DSP and collaborating artists with external brands that coincide with their musical content and overall message.

The Sony Music alumas, where she held a similar role, stresses the importance of authenticity when pairing TIDAL or other artists with other brands.

“Fans know if it’s not authentic,” she says.

There was more push back during the beginning of her career, where many artists perceived brand partnerships to be a gimmick, rather than something that can help expand their audience. In this day and age, artists are more receptive because it helps to only add to their overall brand.

For Tonya Nelson-Fisher, the manager of music programming, she connects TIDAL’s “most passionate music fans” to their favorite genre, artists, era of music and more. In addition, Nelson-Fisher helps to curate themed playlists for specific holidays, months and even cultural icons. Back in January, TIDAL uploaded a playlist of Martin Luther King Jr.’s most famous speeches. The same goes for Maya Angelou and Malcom X.

“I think that differentiates us and helps us to stand out from the pack,” she says.

Nelson-Fisher promises that TIDAL will introduce new features to enhance their user experience in the near future. The digital streaming platform has added the HiFi Plus tier user experience, which grants access to lossless High Fidelity sound quality, master quality and immersive audio.

Although Tonya, Alexa and Melanie’s roles differ, they co-exist to expand TIDAL’s reach to potential new audiences, while maintaining the interest of the ones that already exist.

Their musical obsession only adds to the growth and success of the platform.

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