TIDAL Launches Direct-to-Fan Sales, Giving U.S. Independent Artists 90% of Revenue

TIDAL, the high‑fidelity streaming service owned by Block Inc., has introduced a new Direct‑to‑Fan Sales feature that lets eligible independent artists in the United States sell tracks, EPs and albums directly to listeners through the TIDAL Upload platform. The service offers a 90/10 revenue split, with artists receiving 90 % of each sale.

The feature is available only to artists who meet TIDAL’s eligibility criteria and who use the TIDAL Upload tool, which is currently rolling out gradually to U.S. users. Artists can set their own prices, choose how to package releases, and retain full control over marketing and distribution. The sales are processed through Square’s financial infrastructure, a partnership that TIDAL announced in a recent press release.

Independent musicians have long sought ways to supplement the modest per‑stream payouts that dominate the music‑distribution landscape. According to a 2026 report by Ditto Music, TIDAL pays an average of $0.013 per stream, higher than many other major services but still far below the revenue required to sustain a full‑time career. Direct‑to‑fan commerce offers a more predictable income stream because each transaction generates a fixed amount for the artist.

TIDAL’s launch comes at a time when many artists are choosing to remain independent, retain ownership of their master recordings and build sustainable businesses around dedicated fan communities. The company’s high‑fidelity audio and premium‑only subscription model have historically positioned it as an artist‑friendly platform. In 2015, TIDAL claimed to pay the highest percentage of royalties to artists and songwriters, a claim that has been debated in subsequent studies.

The Direct‑to‑Fan Sales feature expands on TIDAL’s existing distribution agreements with major and independent labels. By allowing artists to sell directly, TIDAL removes the middleman that traditionally takes a share of sales. The 90 % artist‑take is comparable to the revenue splits offered by other direct‑to‑fan platforms such as Bandcamp, but the integration with TIDAL’s streaming library gives artists a single point of contact for both streaming and sales.

Industry observers note that the feature aligns with a broader shift toward direct monetization models. Direct‑to‑fan sales have become a key component of the independent artist playbook, enabling creators to convert casual listeners into paying supporters. The model also encourages artists to experiment with packaging—bundles, limited‑edition releases, and exclusive content—without the constraints of traditional label agreements.

TIDAL’s move is part of a series of initiatives aimed at strengthening the relationship between artists and listeners. The company has previously expanded its TIDAL Upload service to allow artists to upload up to 200 tracks, each up to 5 GB in size. The upload tool also supports the addition of metadata, cover art and licensing information, making it a comprehensive distribution solution.

While the Direct‑to‑Fan Sales feature is currently limited to the United States, TIDAL has indicated plans to extend the program to other markets in the future. The company’s focus on high‑quality audio and artist‑centric policies suggests that it will continue to explore new revenue models that benefit creators.

For independent artists, the feature offers a tangible way to increase earnings without sacrificing creative control. By keeping 90 % of each sale, artists can fund new projects, support touring, or invest in production equipment. The integration with Square’s payment processing also simplifies tax reporting and financial management.

TIDAL’s Direct‑to‑Fan Sales launch represents a practical step toward fairer compensation for independent musicians. As the industry continues to evolve, tools that enable artists to monetize directly from their fan base are likely to become an increasingly important part of the music‑distribution ecosystem.