On March 30, 2015, it was announced that Usher is a co-owner, with various other music artists, in the music streaming service Tidal. The service specialises in lossless audio and high definition music video with curated editorial. Jay Z acquired the parent company of Tidal, Aspiro, in the first quarter of 2015. The slogan "Turn the tide" and the hashtag "#TIDALforAll" was used by various artists on social media during the buildup to the press conference relaunching the service. Usher, along with sixteen artist stakeholders (such as Alicia Keys, Kanye West, Beyonce, Rihanna, Madonna, J.Cole, Nicki Minaj and more) co-own Tidal, with the majority owning a 3% equity stake. The idea of having an all artist owned streaming service was created by those involved to adapt to the increased demand for streaming within the current music industry, and to rival other streaming services such as Spotify, which have been criticised for their low payout of royalties."The challenge is to get everyone to respect music again, to recognize its value", stated Jay-Z on the release of Tidal.