Today, popular music and video streaming service TIDAL and one of the leading telecommunications brand Sprint have announced an unprecedented partnership that will certainly change the game.

As part of their deal, Sprint will be acquiring 33% of TIDAL, while Jay Z and the current TIDAL team will continue to run the artist-centric services that its pioneers created. This partnership will soon give Sprint’s 45 million retail customers unlimited access to exclusive artist content not available anywhere else.

In addition to the ownership change, Sprint’s chief executive officer Marcelo Claure will join TIDAL’s Board of Directors. Here’s what he had to say about TIDAL and the new deal:

“Jay saw not only a business need, but a cultural one, and put his heart and grit into building TIDAL into a world-class music streaming platform that is unrivaled in quality and content,” said Claure. “The passion and dedication that these artist-owners bring to fans will enable Sprint to offer new and existing customers access to exclusive content and entertainment experiences in a way no other service can.”

Jay Z also commented on the new partnership, saying Marcelo and Sprint understood the vision from the jump, making this a no-brainer:

“Sprint shares our view of revolutionizing the creative industry to allow artists to connect directly with their fans and reach their fullest, shared potential,” said JAY Z. “Marcelo understood our goal right away and together we are excited to bring Sprint’s 45 million customers an unmatched entertainment experience.”

While it seems each streaming service is inking a deal of their own, this new partnership for TIDAL should help the streaming service that saw many early struggles in the beginning.

Expect more announcements regarding this new partnership soon.