You can thank Jay Z if Twitter seems a bit more blue on Monday.
Musicians from Kanye West to Coldplay have turned their Twitter avatars blue to bring attention to Jay Z’s new streaming music service, TIDAL.
“Together, we can turn the tide and make music history,” West tweeted. “Start by turning your profile picture blue. #TIDALforALL”
The new service, which Jay Z purchased for $56 million in January, is relaunching at 5 p.m. EST on Monday, according to reports.
“The Tides They Are-A Changing,” Jay Z tweeted Sunday, without offering more detail.
A clock on the service’s site is counting down to that time, and the rapper’s entertainment company, Roc Nation, tweeted Saturday about a “special announcement.”
However, it’s unclear what exactly that special announcement may be and why musicians have chosen to tout the service.
TIDAL currently is a subscription-based music service. Other streaming music providers, such as Spotify, offer both premium and free, ad-based options.
The argument over artist compensation and music streaming has been a large point of contention.
It was one of the reasons one of the music industry’s most popular artists, Taylor Swift, said she pulled her music from Spotify in November.
Swift’s catalog (with the exception of her latest smash album “1989”) has been streaming on TIDAL since Tuesday morning.