Jay-Z's rival to Spotify, the streaming service Tidal, got a major publicity boost over the weekend when Kanye West, Beyonce, Nicki Minaj, Rihanna, Madonna and Coldplay all changed their Twitter profile photos blue to raise awareness about the service. Arcade Fire, Jack White, Daft Punk and Calvin Harris also showed their support for the new venture.

Jay ZJay Z has launched his new streaming service 'Tidal'

"Together we can make music history. Show support and make your profile photo blue. Turn the tide. #TIDALforALL" said Arcade Fire.

"Together, we can turn the tide and make music history. Start by turning your profile picture blue. #TIDALforALL," said Kanye.

"Change your avi in support of what is fair, of what is the future. The tides have changed, Barbz.." wrote Minaj.

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Jay-Z's company Project Panther acquired the Swedish based Tidal for $56 million around 2 weeks ago. The service aims to provide CD-quality streaming with access to over 25 million tracks, 75,000 music videos and artist interview for £19.99 per month.

According to Forbes, Jay-Z wants to allow artists featuring on Tidal to reap more rewards than the current models. Last year, Taylor Swift pulled her music from Spotify though most of her records are available on Tidal.

"Big Machine Records believes music has value and we do not believe Taylor's music should be made available for free," her record label said in a statement.

Still, Tidal has plenty of work to do to compete with the likes of iTunes, Beats Music, Spotify and Google Play Music. 

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