Kanye West and Jay Z attend the Tidal launch event #TIDALforALL. Photo / Getty Images
Kanye West and Jay Z attend the Tidal launch event #TIDALforALL. Photo / Getty Images
Stars including Beyonce, Madonna, Kanye West and Nicki Minaj have sparked a backlash after creating a movement on social media to promote Jay Z's new streaming service Tidal.
Many musicians turned their profile pictures turquoise on Sunday and encouraged their followers to do the same and share the hashtag #TIDALforALLto promote the new music portal.
The hip-hop star began it himself by writing on Twitter, "The Tides They Are-A Changing' #TIDALforALL" and his pal West added, "Together, we can turn the tide and make music history. Start by turning your profile picture blue. #TIDALforALL."
Jay Z's wife Beyonce, Madonna, Nicki Minaj, LL Cool J, Arcade Fire and Coldplay also joined the movement by turning their profile pictures turquoise across all their social media platforms.
However, the co-ordinated effort has been hit by a backlash from fans for employing activism tactics to promote an app which helps musicians earn more money rather than using their voice to publicise a genuine charity campaign.
Usher, Rihanna, Nicki Minaj, Madonna, Deadmau5, Kanye West, JAY Z, and J. Cole onstage at the Tidal launch event #TIDALforALL. Photo / Getty Images
One Twitter user writes, "So proud of the upper echelons of the music industry all banding together to make Jay Z some money. #TIDALforALL" and another adds, "I hate it when #TIDALforALL is disguised as a charity when it's an overpriced product launch. Disgusting," while one other writes, "Multi-millionaires doing an awareness campaign for their favourite charity: their bank account #TIDALforALL".
A bunch of wealthy musicians, the 1%, clinking champagne glasses while encouraging the rest of us to give them $20 a month. #TIDALforALL
Tidal, which Jay Z recently purchased from a Swedish company for NZ$74.83 million, is a subscription service that users can access for NZ$26.63 a month.
