Why Jay Z, Rihanna and Kanye Have Gone Blue on Twitter

Jay Z has prompted musicians to turn their Twitter avatars and Instagram photos into a square of solid bright blue Sunday night — and it has nothing to do with Blue Ivy.

Musicians are going teal to support Jay Z’s new music streaming service called Tidal. Details are still sparse, but Tidal is marketing itself as an artist-friendly streaming experience. Taylor Swift wrote an op-ed for the Wall Street Journal last year explaining that she was pulling her music from Spotify because artists weren’t properly compensating.

“Together, we can turn the tide and make music history,” Kanye West tweeted.

Here’s who else is joining in:

More details to come Monday at 5 EST.