When Kanye released the Life of Pablo, he famously announced that the album would never have a physical form. That is, fans would never find a CD or vinyl copy of the album.
Then he announced that the album would be exclusive to Tidal users. This increased the number of Tidal subscribers, who according to digitalmusicnews.com allowed Tidal to report that the album was streamed over 250 million times in the first ten days. Regardless, because the album wasn't available on streaming services such as Apple Music and Spotify, the album didn't make the charts due to a lack of communication with Nielsen Music.
Following these annoucement, Kanye had a change of heart and decided to increase the availability of the album which meant Apple Music and Spotify users could now stream the album.
Following this, the ever inventive artist announced that he had made modifications to the original album which meant that fans who have already streamed the album, did so again, which lead to an increase in the number of times the album was streamed. As a result, amid all the misinterpreted insanity, lies a marketing genius and Kanye scores himself a number 1 album.
