In an anticipation of Jay Z’s launch of Tidal, a music streaming service, many artists changed their avatar to cyan blue to match the company’s logo Sunday night.

Scott Roth / AP

Last month, Jay Z purchased the Swedish technology company Aspiro, which runs a music streaming service called Tidal, that is expected to launch in the U.S. on Monday afternoon at an event in New York City.

The website for Tidal describes itself as, "The first music streaming service that combines the best High Fidelity sound quality, High Definition music videos and expertly Curated Editorial."

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