Apple is having ongoing conversations with Tidal about a possible acquisition, according to The Wall Street Journal. The talks are supposedly in their early stages and neither company has confirmed the rumors, but the move would dramatically shake up the constantly evolving streaming wars if it materialized.

Given Tidal’s close relationship with high profile artists and their ability to secure exclusive releases from artists like Jay Z, Kanye West, Beyoncé, and Rihanna, the acquisition would dissolve a competitor and give Apple a big push in its battle with closest competitor Spotify. This comes on the heels of news that Apple has rejected a new version of Spotify’s iPhone app because it doesn’t want competition for Apple Music.

Tidal previously held discussions with streaming service Rhapsody, but weren’t able to secure a deal.