Apple in Talks to Acquire Jay Z’s Tidal Music Service

The Wall Street Journal:

Apple is in exploratory talks to acquire streaming-music service Tidal, headed by rap mogul Jay Z, according to people familiar with the matter. Terms of the potential deal aren’t known. The talks are ongoing and may not result in a deal, these people said. Apple is exploring the idea of bringing on Tidal to bolster its Apple Music service because of Tidal’s strong ties to popular artists such as Kanye West and Madonna.

I don’t understand how Apple stands to benefit from purchasing Tidal.