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 #TIDALforALL to promote the new music portal.
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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.
