Why did Square buy Tidal?

"If Square wants to create new ways to help musicians sell real goods and digital goods, it could just do that. Instead, Square is paying $300 million for a failed music service that doesn’t help it accomplish any of those goals" - Vox argues in an analysis of Square-Tidal deal which saw Jack Dorsey paying Jay-Z $300 million for his service. "So, what you’re really left with here is a deal that looks like a way for Jack Dorsey to move money from his publicly traded company to a company owned by a guy he likes to hang out with" - Vox concludes. Variety did the math on 16 artist stakeholders of Tidal - Jay Z, Beyonce, Kanye West (pictured above), Rihanna, Alicia Keys, Jason Aldean, Madonna, Jack White, Arcade Fire’s Win Butler & Régine Chassagne, Usher, Nicki Minaj, Coldplay’s Chris Martin, Calvin Harris, deadmau5, J. Cole and Daft Punk - who should expect to pocket $8.91 million apiece from this deal.