UPDATE: Jay Z formally unveiled TIDAL, a music streaming experience as part of his deal with Swedish tech company Aspiro. The announcement? TIDAL's owners.
The music industry gathered in New York City's Skylight at Moynihan Station, where D'Usse was poured and listening stations introduced an Evolution of Sound exhibit.
Then, at 5 p.m. EST sharp, the owners of TIDAL were revealed, including Jay Z, Beyoncé, Alicia Keys, Nicki Minaj, Rihanna, Madonna, J. Cole, Usher, Deadmau5, Arcade Fire, Calvin Harris, Chris Martin, Kanye West, and Jason Aldean. Keys played the spokesperson, describing the TIDAL experience as "a place for connection between artists and fans, where we will deliver exclusive experiences that will be found nowhere else."
The announced owners then individually stepped to a podium to sign off on their co-ownership.
Today, the artist and mogul will host a private event in New York City with the formal arrival of TIDAL to the U.S. and delivering a "special announcement" today over Live Stream at 5 p.m. EST.
Members of the Roc Nation team along with artists like Rihanna and Beyoncé have changed their Instagram avatars to a blank teal picture with the hashtag #TIDALforALL in support of the wave. Other friends of the Roc, like Taylor Swift, have made their music available, a giant play in TIDAL's growing competition with Spotify. It is also rumored that Kanye West will make his album available exclusively to TIDAL for a limited time following release.
A Live Stream of the TIDAL event is located below. Tune in at 5 p.m. EST to watch the event in real time.
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(Photo: Larry Busacca/Getty Images for NARAS)