Following his purchase of Swedish firm Aspiro in January, hip-hope star and entrepreneur Jay-Z has relaunched the company's Tidal music streaming service, drawing on the services of a number of celebrities to promote the app.
Tidal is a subscription-only service, with no free streaming, but promises lossless sound quality and expertly curated playlists and editorial content, as well as a library of high definition music videos.
Following the $56m (£37.8m) acquisition, Jay-Z reportedly met with a number of high-profile musicians to discuss bringing them to the platform, including Madonna, Jack White, Kanye West, Daft Punk, Nicki Minaj and Chris Martin of Coldplay.
All of the musicians Jay-Z met with have now turned their Twitter profile pictures to a distinctive block of cyan, posting messages supporting the platform and implying they will be among the artists joining it when it officially relaunches later today.
While Taylor Swift, who famously withdrew her music from free streaming service Spotify over a conflict about how artists were paid for their work, has not changed her Twitter icon or tweeted regarding the platform, she is understood to have also agreed to stream content via the service.