UPDATE: The Tidal Twitter account posted a video featuring artists like Jack White, Jack White’s pompadour, Nicki Minaj, and Beyoncé sitting down for what looks like an announcement. It’s very serious (and, as a result, very funny).
ORIGINAL STORY: Kanye West, Rihanna, Coldplay, Usher, and Arcade Fire all have one thing in common today: They’ve replaced their Twitter avatars with a blue square to signal their support of Tidal, Jay Z’s recently purchased music streaming service.
Tidal became available in the U.S. last year, and was touted as a service for those who wanted higher quality audio files and were willing to pay a higher price for them. Unlike competitor Spotify, Tidal doesn’t have a free option, and top-tier subscriptions cost $19.99 per month—$10 more than Spotify’s $9.99-per-month premium, ad-free service (Tidal does have a $9.99 option for those who just want standard definition though).
Jay Z then bought Tidal in early March, and is re-launching the service with the promise that at 5 p.m. ET Monday people can “witness the evolution of music LIVE” at the Tidal website.
His famous friends are helping him promote the event with tweets about how “we can turn the tide and make music history,” first by turning our profile pictures the same shade of cyan.
Head to Tidal.com at 5 p.m. ET to see the announcement, and watch the video below for more information on the service.