Any keen eyes would probably have noticed the blue colour that’s replaced many celebrities’ social media profiles. And here’s why.

On Monday, 30th March 2015, Jay Z unveiled a new music and entertainment platform that’s wholly owned by artists: Tidal. This platform will allow artists to share their music directly to their fans and share exclusive content, providing a better way to experience their art.

Their goal is to focus on the art without losing the integrity of music; something that often comes about with the inclusion of technology, commerce and other third parties.

With artists like Kanye West, Beyonce, Madonna, Nicki Minaj, Jay Z and Rihanna behind this new platform, there’s no denying that Tidal is to change the way music is shared and experience, giving platforms like Spotify a run for their money.

Watch the video below to learn more about Tidal.