Kanye West, Beyonce, Nicki Minaj, Rhianna, Madonna and Coldplay have all changed their Twitter profile photos blue to raise awareness about the service.
Jay Z’s company Project Panther bought Swedish-based company Tidal for $56m (£38m) two weeks ago.
The streaming service, which aims to provide CD-quality streaming, offers subscribers access to 25 million tracks, 75,000 music videos and other content including artist interviews for £19.199 per month.
"The Tides They Are-A Changing" #TIDALforALL— Mr. Carter (@S_C_) March 30, 2015
Together, we can turn the tide and make music history. Start by turning your profile picture blue. #TIDALforALL— KANYE WEST (@kanyewest) March 30, 2015
Music makes the people come together. Join Madonna and turn your profile picture blue. Do it for the music. #TIDALforALL— Madonna (@Madonna) March 30, 2015
Together, we can turn the tide and make music history. Start by turning your profile picture blue. #TIDALforALL— NICKI MINAJ (@NICKIMINAJ) March 30, 2015
Tidal is available across North America and Europe, but today marks the first time Jay Z will unveil plans for how the streaming service will directly benefit the artists involved.
According to Forbes, Jay Z has ambitions to allow featured artists to reap more rewards than the current corporate streaming model.
After pulling her entire back catalogue from Spotify last year, Taylor Swift’s albums – with the exception of 1989 – appeared on Tidal last week.
A spokesperson for the singer said Swift's music continues to appear on streaming services that require a subscription fee. “Big Machine Records believes music has value and we do not believe Taylor’s music should be made available for free,” they said.
Musicians against Spotify
Musicians against Spotify
1/10 Taylor Swift
Taylor Swift does not what her work to be used as an 'experiment' by Spotify and believes that artists are treated unfairly. She withdrew her entire catalogue in November 2014.
2/10 Thom Yorke
The Radiohead frontman famously described Spotify as 'the last desperate fart of a dying corpse' in October 2013.
3/10 David Byrne
David Byrne of Talking Heads wrote about not understanding Spotify's claim of discovery in a Guardian op-ed. 'The inevitable result would seem to be that the internet will suck the creative content out of the whole world until nothing is left,' he said.
Beck dismissed the Spotify model as 'not working' because of how little it pays musicians. He added that the 'saddest thing' about streaming is the poor sound quality - 'It's like watching Citizen Kane on your phone'.
5/10 The Black Keys
Dan Auerbach has described Spotify's payment to artists as 'so minuscule it's laughable'. 'If you are a bigger band that's already known and you rely on record sales for a living then it's really no place to be,' he said.
6/10 Atoms for Peace
Thom Yorke's other band refused to let Spotify stream their songs. Nigel Godrich from the group described the service as 'an equation that just doesn't work'. 'Small labels and new artists can't even keep their lights on. It's just not right,' he said.
7/10 Yannis Philippakis
The Foals singer said he would rather that somebody stole his record on vinyl than bought it or streamed it on Spotify. He described using Spotify as like going to a top class restaurant and leaving only coppers without paying the bill.
8/10 Aimee Mann
The US singer-songwriter has not put her music on Spotify because she does not think artists make a fair amount of money from the streaming service.
9/10 Grizzly Bear
The band tweeted in 2012 that Spotify provides a great service for people but does as much to help bands as 'downloading from Limewire'.
10/10 Jason Isbell
Jason Isbell of Drive-By Truckers has used the single word 'evil' to describe Spotify.
After removing her songs from Spotify, Swift said she was “not willing to contribute my life’s work to an experiment that I don’t feel fairly compensates the writers, producers, artists and creators of music”.
Tidal may now present itself as the streaming service that gives back to artists and producers, but it will have to compete on a global scale with the likes of iTunes, Beats Music and Google Play Music to do so.