What might be Spotify's biggest competition to the streaming music industry, Jay Z's service named TIDAL, launches on Monday.
Details are slim, but the rapper has some of the biggest names in the game promoting it for him.
In a new, cryptic commercial released Monday morning, Kanye West, Chris Martin, Jack White, Rihanna, Usher, Alicia Keys, Daft Punk, Beyoncé and other stars are all gathered around a table looking at something off-camera.
According to the service's website, users will have the choice of being on a premium plan ($9.99 a month) or a more expensive "HiFi" plan ($19.99 a month). The HiFi plan gives listeners "lossless high fidelity sound quality." Both options feature HD quality music videos and "expertly curated editorial." TIDAL will run on iOS and Android and will have a web player, similar to Spotify.
The fact that TIDAL is promoting high definition music videos should be raising eyebrows of leaders at Spotify. It's also not known if the multiple big names that have been promoting Jay Z's service will keep their music on any competitor's platform.
According to Consequence of Sound, Jay Z purchased TIDAL in February from Scandinavian platform Aspiro for $56 million.
The front page of TIDAL's website is a countdown clock to 5 p.m. EST, when a formal announcement regarding the service is expected to be made.
