Jay Z, a master orchestrator, is preparing his next big move. On Monday afternoon at 5 p.m. EST, the Brooklyn rapper-mogul is set to announce what’s being called the “beginning on a new chapter,” a partnership with streaming service TIDAL. To build buzz and get music lovers prepared for the exciting venture, the 45-year-old has called on many of his superstar friends to post the #TIDALforALL hashtag on various social media platforms and ask fans to change their avatar’s to a bright teal icon.
Kanye West, Rihanna, Usher, Calvin Harris, Madonna, and deadmau5 have all taken to Twitter to tweet their support, while Jay’s wife Beyoncé changed the icon on her Twitter account. Nicki Minaj also joined in the the campaign, taking to her official Facebook page and changing its icon.
Earlier this year, it was reported that Jay Z’s Project Panther (owned by S. Carter Enterprises) acquired streaming services WiMP and Tidal in a deal worth $56 million.
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