Kanye West‘s new album, The Life of Pablo, still isn’t for sale, and the idea behind that appears to be working beautifully for TIDAL, Jay Z‘s streaming service, of which ‘Ye is an artist-owner. Early on the morning of February 14, Kanye’s new album was made available for streaming exclusively on TIDAL, and still isn’t available on other prominent streaming services like Apple Music and Spotify. Furthermore, the album can’t be purchased at common retailers like Best Buy and Target, or digital retailers like iTunes, Google Play and Amazon. According to a new TMZ report, that plan, which was heavily criticized by some, has boded extremely well for TIDAL.

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Sources reportedly told TMZ that the exclusive rights to Yeezy’s 7th LP doubled the services subscriptions, jumping them up from roughly 1 million to 2.5 million in just 10 days’ time. The operation has been so successful, that Ye’s team is reportedly discussing a traditional digital and physical release of the album, now that the streaming puts TIDAL in position to potentially add up to $15 million in revenue.

No one man should have all that power.