Prince has teamed up with TIDAL for the exclusive release of his new album HITNRUN.
The experimental project will arrive on Sept. 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 in2 their craft 2 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 2 and We’re Extremely grateful 4 their generous support. And lastly, in the tech-savvy, real-time world We all live in 2day, everything is faster. From its conception and that one & only meeting, HITNRUN took about 90 days 2 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.”