The tides are changing. The biggest names in music have banded together to launch Jay Z’s new streaming service TIDAL. Celebrities including Beyoncé, Rihanna, and Kanye West turned their Twitter and Instagram icons blue and encouraged their fans to do the same.
According to its website, TIDAL is the first music streaming service that combines the best high-fidelity sound quality, high-definition music videos, and expertly-curated editorial.
Jay Z plans to take on Spotify, Pandora, YouTube, and other streaming services with TIDAL, which he acquired for $56 million. According to TechCrunch, the service currently has 35,000 paying subscribers compared to Spotify’s 15 million. TIDAL will offer artists up to twice the payouts as its rivals.
An official announcement will be made during a press conference in New York later today, which will be streamed live.
Last month, Jay Z briefed a select group of VIPs during a secret meeting just days before the Grammys in L.A. Beyoncé, Rihanna, Kanye West, Nicki Minaj, Madonna, Chris Martin, and Daft Punk were among the power players who sat down with the Roc Nation mogul, while others like Usher and Alicia Keys checked in via video chat.
Watch the stars align in the promo below.