Fraking fantastic is my reaction to Tidal’s high-def audio.. I spent much of April Fools’ Day testing, and quite enjoying, the music service, although I am skeptical that most streaming subsctibers will care—not for $19.95 per month. Still, I see hope for the 10-buck standard quality other option if Tidal delivers enough artist exclusives and superior curation. The iTunes hegemony, and Apple’s rapidly evolving Beats Music acquisition, is all about content, much of it available nowhere else, better presented, and more easily discovered. With musicians” support, and unique content with it, maybe, just maybe, a Tidal wave approaches.

The service essentially relaunched on March 31, 2015, with a gala event hosted by Jay Z and other music superstars. He acquired Tidal, for $56 million two months earlier, but the lossless streaming service launched in October 2014. Architecture, audio quality, two-tier pricing, and streaming are essentially unchanged. New owners’ commitment, that of other artists, big marketing push, and 30-day trial distinguish Tidal today.