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TidalGFJay-Z has finally unveiled Tidal – a premium ‘HiFi’ audio service that apparently provides ‘the best High Fidelity sound quality, High Definition music videos and expertly Curated Editorial’.

The brand-spanking new service – owned by Alicia Keys, Win Butler, Beyonce, Daft Punk, Jack White, Chris Martin, Calvin Harris, J. Cole, Jay-Z, Kanye West, Deadmau5, Madonna, Niki Minaj, Rihanna, Taylor Swift & Usher – already offers more than 25 million songs and 75,000 music videos to more than half a million subscribers in Norway, Sweden, Denmark, Germany and Poland.

In light of so much negative press for it’s main competitor ‘Spotify’, it can certainly be seen a kind of revolt by some of the world’s most-successful artists.

Madonna wrote on Instagram: “Tidal is not about consumption and greed! Its about protecting an art-form that is beloved to all of us MUSIC”.

Whatever happens, it’s already given us possibly the most cringworthy high-five ever and Jack White’s soup-bowl haircut so things are off to an awesome start.

You can watch the unveiling ceremony streamed yesterday live from NYC below.