One artist who likely won't be changing his profile picture is the Haxan Cloak. The UK-based electronic musician (real name Bobby Krlic) has called out Hova's new business on Twitter, accusing the streaming company of ripping off his music in an ad without permission.
This is so shameful. Thanks for not getting in touch and ripping me off, Tidal. https://t.co/SpaZRmv4ud Please retweet!— Haxan Cloak (@haxan_cloak) March 30, 2015
The ad features the aforementioned celebrity guests, as well as some music that sounds eerily familiar. As pointed out by Pitchfork, the clip references Krlic's "Mara" and "The Mirror Reflecting, Pt. 1" from the Haxan Cloak's 2013 album Excavation.
Krlic followed up his accusations, explaining in another 140 characters that Tidal was not outright using his music in the clip, but rather soundtracking the commercial with an imitation of his own work.
Just to clarify, I'm not saying Tidal used my music; I'm saying they used an imitation of it. This happens to artists way too often.— Haxan Cloak (@haxan_cloak) March 30, 2015
The Haxan Cloak's label, Tri Angle Records, also joined in the conversation on Twitter, and it doesn't sound happy.