Jay-Z will launch his own high fidelity streaming service called TIDAL later today, having bought the service from Scandinavian platform Aspiro for £56 million dollars last month.

Billed as a competitor to Spotify and the like, the new service is set to launch in just under 12 hours according to a count down timer on the site.

Described as “the first music streaming service that combines the best High Fidelity sound quality, High Definition music videos and expertly Curated Editorial.”

The service currently comes in two subscription models – $19.99 for lossless high fidelity sound quality, high definition music videos and expertly curated editorial, whilst the $9.99 tier gets you the same content but in standard quality.

To give the service a helping hand, Jay-Z has persuaded some of his famous friends including Kanye West, Rhianna and Usher to change their Twitter icons to blue and tweet the hashtag #TIDALForAll.

At the moment, TIDAL has got a long way to go before it starts competing with Spotify as it’s thought TIDAL has just 12,000 paying subscribers, before being bought by the rap mogul.

Update: It looks like Daft Punk are on board too.

Update 2: Tidal has released a teaser video which shows Daft Punk alongside a host of famous pop stars including Madonna, Usher and Calvin Harris in a board meeting of sorts that kinda looks like a pop version of the Illuminati. You literally can’t make this up.