Tidal has launched a new, original bi-weekly video series titled, “Side Hustle,” hosted by the company’s culture and content editor Adelle Platon, formerly Billboard’s hip-hop editor. The series, true to its name, spotlights artists’ businesses beyond music. In the first three cases that’s a ramen house, a Jewish deli, and a juice bar involving Jadakiss, Holy Ghost, and in the first installment below, Grammy-nominated Jay-Z/Eminem/Kanye West producer Just Blaze.
In the episode, Just Blaze talks about New Jersey’s Ani Ramen House, which he launched with business partner Luck Sarabhayavanija. Like many restauranteurs, he talks about the importance of delivering a unique dining experience, and, unlike most restauranteurs, speaks about applying the lessons he’s learned from his music career to the dining business.
“Everything we create has to pass this test: Does it give fans a clearer picture of a musician as a person?,” Tidal VP of culture and content Tony Gervino tells Variety. “We know that it’s the songs that drive success and fame, but artists are also real people, with interests and concerns that supersede music. Tidal offers an uncensored platform for them to show a side of themselves that other music sites may not be interested in. ‘Side Hustle’ is a perfect example of what we are looking to achieve.”
The next two installments are tentatively scheduled for the following dates: Holy Ghost on Oct. 1 and Jadakiss on Oct. 24.