The next big addition to Jay Z’s business palette is about to be unveiled

For much of the 1st quarter of 2015, TIDAL–the Swiss streaming service that is expected to immediately compete with Spotify, Rdio and Beats Music–has been discussed feverishly, thanks to the man that recently purchased it. Tidal’s parent company, Aspiro, announced that it had been acquired by Project Panther Ltd, an investment vehicle owned by Jay Z, on March 13, paving the way for Shawn Carter to relaunch the service, which is expected to be the main focus of this press conference.

Over the past 36 hours, artists from many different genres–all of them close affiliates of Jay Z’s–have changed their Twitter and Instagram profile pictures to the bright, neon blue, which will be the flagship color of TIDAL’s relaunch, and Instagram teasers have been circulating social media throughout the day, thanks to Roc Nation. At 5 pm ET, Jay Z will take center stage for what’s being described as a “special announcement,” and you can watch the entire event live, right above.