Apparently Kanye West’s bold declaration that his The Life of Pablo album would forever be available exclusively on Tidal was nothing more than a marketing stunt. According to a report from Mashable, West is planning to make hist most recent album available in its entirety to other streaming services tomorrow, a list which includes Apple Music and Spotify.
News of West’s about-face shouldn’t come as much of a surprise. For starters, West was needlessly losing out on boatloads of streaming dollars by keeping his album a Tidal exclusive. Second, West’s marketing stunt already seemed to have worked as recent Tidal subscriber numbers suggest that the streaming service, while still no threat to either Spotify or Apple Music, is more popular than initially believed. And third, West just this week made two singles from his most recent album available on rival streaming services.
All in all, we can safely assume that West, who has a penchant for likening himself to a pure artist in the vein of Picasso and other greats, simply caved in to the allure of the mighty dollar.