Barclays Center Theater Is Now Named ‘Tidal Theater’

Jay Z continues to bring the big chips to Brooklyn, specifically the Barclays Center, with a new partnership deal that renames the arena's theater after music streaming program Tidal. Jay, who partially owns the streaming service and played an active role in the Center's construction, headlined a star studded concert at the Barclays on Oct. 20 to celebrate Tidal's one millionth subscription. The concert was reportedly streamed by 3.3 million people throughout 189 countries.

"As evidenced by [Tidal X: 1020] the other night, Tidal, when they want to, can put on some big time events," Barclays Center CEO Brett Yormark told Billboard. "And we anticipate having quite a few here at Barclays Center."

With the naming rights agreement, Tidal will also be curating events, bringing in upcoming and established artists, as it did with Tidal X: 1020

"[Tidal] will put a minimum of eight events into the theater annually," Yormark continued. "But we’ll compliment that with other events." Barclays put on an average of 14-15 events per year over its first three years, Yomark added, and he isn't planning to overload that number. "I’m not looking to necessarily grow the theater business, I’m looking to sustain it, and whatever I put in there I want to be meaningful."

The deal is believed to mark the first instance in which a digital content company has sponsored a live venue space. While Yormark withheld the particulars of the deal, he chose to frame it as a strategic partnership rather than a revenue driver. "Ultimately," he said. "We're only as good as the events we have at the building."

If Tidal X: 1020 and this new partnership are any indication, the Barclays will house many more mega-lineups in the near future, with Jay perhaps grand marshaling.