So apparently music history is about to be made, well according to some of your favorite artists. At the strike of midnight of this morning (Mar. 30), everyone from Beyoncé to Kanye West, Rihanna to Nicki Minaj , Calvin Harris and Usher changed their Twitter avatars to a blank aqua blue, and posted about “#TIDALforALL.”

So what is TIDAL?

That hashtag and aesthetic change is in support of Jay Z and his recently acquired music streaming service Tidal which he bought earlier this year for a whooping $56 million; and he’ll be relaunching tonight. Jay acquired the Swedish company — which costs $19.99 per month and brands itself as “high fidelity music streaming” TechCrunch is reporting that Tidal has worked out a deal where, for certain releases, they have access to streams before competitors like Spotify and Beats Music.

The purpose of Tidal is to rival Spotify, whose ad-geared, free streaming has been a source of public contention for artists. Taylor Swift, who removed her music from Spotify late last year, said that it devalued music and sales for artists, a popular opinion among many musicians. Tidal will not offer any kind of free service, but Swift and many other artists who boycotted Spotify will be available to stream by subscription.

Needless to say, it will be interesting to see how successful Tidal turns out to be—but if the A-list recruiting and promotion is any indication, it’s headed in the right direction.

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