Several of music’s biggest stars aligned to launch new music streaming service Tidal which is the brainchild of Jay Z.
And though there is serious money at stake that didn’t stop the rapper’s wife Beyonce from having a bit of fun with a few of her famous friends.
The 33-year-old singer was spotted backstage at the #TIDALforALL event on Monday having some fun with Rihanna, Madonna, Alicia Keys and Nicki Minaj among many others.
The launch for the service being billed as the first artist-owned platform for music and video was held at the Skylight Moynihan Station in New York City.
Beyonce had cuddled up next to legendary singer Madonna, 56, as Rihanna, 27, wrapped her arms around 34-year-old Alicia as they posed for a fun snap together.
The fun did not end there as the Drunk In Love hitmaker put on her best funny face with Alicia and 32-year-old rapper Nicki Minaj.
Beyonce looked fashionable in a long black lacy jacket over a black and white patterned romper with a low V-cut.
She also wore her long blonde locks down at the event as she had natural, complimentary make-up on her face.
Rihanna also had quite a bit a fun hanging out backstage with Madonna as they were spotted chatting it up with each other before cuddling in close for some cute photos.
Other big names at the event included Usher, Daft Punk, Arcade Fire, Jack White and Jason Aldean, who were all on hand to launch as they stood side-by-side onstage as a sign of solidarity during the event.
The subcription service, unlike rivals Spotify, will not have a free tier – meaning the musicians stand to make more money from it.
Alicia Keys called the event ‘a graduation’ as she took the stage at the gala.
‘So we come together before you on this day, March 30th, 2015, with one voice in unity in the hopes that today will be another one of those moments in time, a moment that will forever change the course of music history.
‘For today we announce of Tidal, the first ever artist-owned, global music and entertainment platform,’ Keys said.
The launch came after a huge social media push, in which the stars devoted their Twitter and Facebook pages to promoting Tidal.
The mastermind behind the new system, Jay Z purchased Swedish tech company Aspiro for $56 million earlier this year to take control of Tidal.
Before the purchase in February he reportedly hosted a meeting of the music world’s biggest stars at which he lamented ‘crass commercialization’.
Daft Punk’s two members were key figures in deciding on a strategy during the meeting days before the Grammy Awards at The Fig House event space in a remote part of Pasadena, Los Angeles.
And it appears Jay Z’s business mind convinced them to open their pockets, and sign on as ‘co-owners’.
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