Man, it's a revolution! Take a look at the Twitter profiles of Kanye West, Nicki Minaj, Rihanna and Coldplay and you'll see that they've all turned their profile and header photos to the same shade of turquoise. What could this online movement be? Is this an LGBT rights protest? Is this a feminist campaign? Or maybe it's something to do with police brutality?

Then you realise – this group Twitter crusade is actually just a declaration of support for Jay Z's new lossless streaming service Tidal, that prices subscriptions at $19.95 per month and launches in ten hours. Kanye West called for Twitter users to turn their profile blue to help support Jay Z, rapper and multi-millionaire. Some have already taken West's advice and switched up their profile pics echoing an event called Air Max Day that took place last Thursday, when thousands of people across the world advertised for billion dollar corporation Nike, for free.

Tidal is a service designed to rival Spotify. It promises high quality audio and video, with no ad-supported, free service. Madonna implored her fans to turn their profile blue with a reminder that "music makes the people come together". Come on guys, "do it for the music".

Tidal's emphatic relaunch serves as a reminder that Jay Z really is a king – he's enlisted the most successful musicians from all over the world to shout on Twitter about his new streaming service. Is there another person in the world with that kind of clout? It's hard to think of an artist who isn't Jay Z who could call on friends that famous, friends that we assume are doing his advertising for free.

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