Jay Z has been intent on getting into the music streaming game for a minute now, and he’s finally succeeded. With his $56 million purchase of Scandinavian streaming company Aspiro, Hov acquired Tidal, which bills itself as a high-fidelity music streaming site, presumably to assuage the concerns of audiophiles skeptical of digital-only services. The purchase has led to a massive campaign from Jay and his music industry cohorts, who have been all over Twitter with bright blue profile pictures and glowing endorsements of the company. With the medium still in its relative infancy, there has been heated debate over how music streaming will fairly compensate artists and labels. Last year, Taylor Swift wrote an op-ed for the Wall Street Journal decrying the notion that music could be accessed for free; later, she pulled her catalog off of Spotify, the largest music streaming service. Save for her most recent album, 1989, all of Swift’s work is available on Jay Z’s Tidal.
The company’s star-studded teaser commercial isn’t the only big media blitz planned for today. At 5:00 p.m. EST, the company will host a live-streamed event hosted by Jay himself that will outline in detail its philosophy behind and plans for the future. That video has been included below; check back with XXL later in the day to watch it in full. Tidal will cost subscribers $19.99 per month for high fidelity service, or $9.99 for standard.