Much was made of the fact that Kanye West's 'The Life of Pablo' was illegally downloaded in the days following its release on TIDAL, but it seems that his strategy of releasing it only on one streaming platform didn't backfire entirely.
The streaming figures for the rapper's latest album have been revealed by TIDAL, who claim that it was streamed a whopping 250 million times in the first 10 days alone. That said, they didn't clarify whether that means complete plays of the album, or partial plays.
Yesterday - a year to the day after it was launched with much fanfare - TIDAL had 3 million subscribers. That's still a long way behind its biggest rivals Apple Music (11 million) and Spotify (30 million).
As for 'The Life of Pablo'; despite insisting that TIDAL would be the only streaming platform that you would hear it, rumours abound that it will be available on Spotify, Apple Music, Google Play and Rhapsody from tomorrow.
April Fool or not? We will find out tomorrow. In the meantime, TIDAL listeners can enjoy a song that Kanye West wrote about himself, called 'I Love Kanye'. Which is, unfortunately and unsurprisingly, not an April Fool.