Last night, Jay Z launched his high-fidelity streaming service Tidal, which is set to officially go live at 5 PM ET today according to a countdown clock on the service’s site.

To help spread the word, artists such as Jack White’s Third Man Records, Arcade Fire, Daft Punk and more changed their Twitter and Facebook icons to light blue with the hashtag #TIDALforALL.

Jay Z initially purchased Tidal last month as a part of a $56 million deal with Aspiro. The service promises to be “the first music streaming service that combines the best high fidelity sound quality, high definition music videos and expertly curated editorial.”