The Cushman & Wakefield Theater at Brooklyn, New York’s Barclays Center has now become TIDAL Theatre following a sponsorship deal between Barclays Center and the music streaming service TIDAL, according to Billboard.com.
TIDAL will reportedly use their new venue to put on events featuring both emerging and established artists.
“The relationship will tap into TIDAL’s artist development platform TIDAL Discovery, as well as serving up unique experiences via TIDAL X,” Billboard.com reports. “As part of its naming rights agreement, TIDAL will be curating events in the TIDAL Theater with emerging and established artists.”
Barclays Center CEO Brett Yormark revealed that TIDAL will put on eight events per year with the possibility of additional, smaller events.
“[TIDAL] will put a minimum of eight events into the theater annually, but we’ll compliment that with other events,” Yormark said while speaking with Billboard.
TIDAL Theatre will join a number of other sponsored venues at Barclays Center, including Billboard Lounge and Calvin Klein Courtside Club. According to Billboard.com, the partnership between TIDAL and Barclays Center serves as the first time a “digital content company has come in as a sponsor for a live performance venue.”
News of the newly-announced TIDAL Theater comes days after TIDAL held their TIDAL X: 10/20 concert. The concert, which was held to celebrate TIDAL reaching one million subscribers, featured performances from Beyonce, Nicki Minaj, Lil Wayne, Jay Z, and more.