Kanye West, Rihanna and Jay Z turn Twitter blue in #TIDALforALL promotion

Not a charity campaign, but marketing support for the rapper's imminent relaunch of Spotify rival Tidal, the streaming service he just acquired

Musicians including Kanye West, Rihanna and Beyonci(C) have turned their Twitter profiles blue to promote Tidal, the streaming music service recently acquired by Jay Z.

Madonna, Nicki Minaj, Deadmau5 and Jay Z himself are among the other artists taking part in the campaign, which comes hours before the rapper is due to announce his plans for Tidal at a press conference.

"The Tides They Are-A Changing" #TIDALforALL

Music makes the people come together. Join Madonna and turn your profile picture blue. Do it for the music. #TIDALforALL

Together, we can turn the tide and make music history. Start by turning your profile picture blue. #TIDALforALL

NAVY, turn the tide"#MakeMusicHistory #TurnitBlue #TIDALforALL

Tides are about to turn. #TIDALforALL

Related: Jay Z to take on Apple and Spotify by buying streaming music services

"The subject was how they could turn Aspiro - which will be known in the U.S. as TidalHifi when it relaunches - into a streaming music and video service akin to the old United Artists pictures, in which artists would actually profit from their art and put out quality material.

In 1919, a handful of movie stars - Charlie Chaplin, Mary Pickford, Douglas Fairbanks and director D.W. Griffith - banded together and started their own studio to combat what they saw as growing commercialism of the majors. I'm told that Jay Z, who can be a bit of a visionary, sees his new service just this way."