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As if Jay Z hadn't already established his place as a modern business mogul, the rapper continued to shake up the music industry with the news that he's launching a new streaming music service, Tidal.
The announcement came in the form of a tweet from Jay Z just before midnight on Sunday.
Jay Z and other artists including Kanye West and Rihanna changed their Twitter avatars to solid teal in support of the big announcement.
The service's hi-fi tier will cost $20 a month, more than double the monthly rate for Spotify's paid users.
How much do you think is fair to pay for a streaming music service? Weigh in: