NEW YORK (MEDIA GENERAL) – Kanye’s doing it. Rihanna, Beyonce, and Nicki Minaj are all doing it. They are turning their profile pictures turquoise to support the re-launch of Tidal, a new music streaming service being championed in the U.S. by rapper-businessman Jay-Z’s company, S. Carter Enterprises.

Tidal is launching Monday, March 30 and describes itself as the “first music streaming service that combines the best High Fidelity sound quality, High Definition music videos and expertly Curated Editorial.” What does that mean? It appears to be positioning itself as a high-quality music and music-lovers service. It says it has a better sound experience, articles on artists and music written by experts, and music videos all in one and all without ads.

The question is will people pay more for an improved experience? Tidal is asking people to pay double or triple what some of its competitors cost for high definition, but there is a cheaper rate for standard definition.Tidal By the Numbers:

  • 25 million tracks available
  • 75,000 music videos available
  • $19.99/month for Hi-Def, $9.99/month for standard definition service

Spotify By the Numbers:

  • More than 30 million tracks available
  • Free with ads or $9.99/month for premium
  • No music videos

Pandora By the Numbers:

  • More than 1.5 million tracks available
  • Free with ads or $4.99/month for premium
  • No music videos

When we contacted Pandora about Tidal’s launch. It responded by saying it focuses on quality of quantity. CEO Brian McAndrews said, “We believe we’ve cracked the code on providing the best lean-back listening experience ever created.”

Tidal matches its competitors by streaming on iOS and Android as well as desktop. So far, many of music’s biggest names appear to be cheering on Jay-Z and his newest venture. According to, Tidal is offering musicians better terms than other similar services. Techcrunch reports the music-makers, in some cases, are getting twice as much as they do with Tidal’s rivals.