Kanye West, Beyoncé, Rihanna and Coldplay help launch Jay Z’s new Tidal streaming service

The platform is set to launch today (March 30), with a number of artists changing their profile pictures to turquoise in support

Jay-Z is set to launch his new music streaming service later today (March 30), with a host of musicians offering their support.

The rapper’s Project Panther Bidco company recently acquired Tidal from its Norwegian parent company Aspiro for 464 million kroner (about £47 million). Tidal Hifi offers more than 25 million songs and 75,000 music videos to more than half a million subscribers in Norway, Sweden, Denmark, Germany and Poland.

In a statement, Jay Z’s company said of the purchase: “Panther believes that the recent developments in the entertainment industry, with the migration to music and media streaming, offers great potential for increased entertainment consumption and an opportunity for artists to further promote their music.”

Now, the likes of Kanye West, Beyoncé, Jack White, Rihanna, Madonna, Nicki Minaj and Coldplay have all changed their social media profile pictures to a turquoise square in support of the launch. See tweets below.

Jay Z will launch the product at a press conference in New York later tonight at 5pm EST (10pm in the UK).