Kanye West devoted lots of tweets to telling us how his album was going to be TIDAL-exclusive.

https://twitter.com/kanyewest/status/699376240709402624

Yet, only a few days ago, one of the songs off the album, Famous silently popped up on Apple Music. Now, the entire album has appeared on Spotify, Apple Music, Google Play and Deezer, ready to be streamed by all and sundry.

Thing is, Kanye’s latest effort can’t be described as an…album in the conventional sense of the word. It’s almost like the real product here is Music-as-a-Service. He hasn’t recorded a bunch of songs and chucked them in a folder for people to download, no. I think that’s a modus operandi for a time that’s past.

Kanye understands that consumers are beginning to favour access over ownership (if you doubt this statement, look for a chart comparing music sales versus streaming numbers over the last 5 years, or ask me for one), so the music isn’t what he’s is selling, no. It’s the experience of watching this album develop over time from something disruptive/jarring to a homogenous, finished body of work, and I think he’s finally hit that sweet spot.

Know how I know I’m right? The testimonies have already started rolling in.

https://twitter.com/Kingwole/status/715905657485070336

https://twitter.com/Kingwole/status/715909167450562560

But don’t expect even this to be static. Def Jam has said that in the months to come, Kanye will release new updates, new versions and new iterations of the album. He’s basically challenged the idea of the “album” as we know it, and if you haven’t figured it out yet, I think that’s genius.

Kanye West

P.S. Oh, and you can finally delete the TIDAL app.

More From TC
A lot is happening at Flutterwave right now
startups
15th October 2018

Series A extension funding. Legendary payments icon joins the board. And the departure of its celebrity CEO.

Solar Saves Lives: One Hospital’s Story
people, startups
21st September 2018

Nigerian businesses including hospitals critically need power to survive and for some, to save lives. Renewable energy (especially off-grid) presents a strong proposition to address the power challenges.

830 Pregnant Women Die Daily, How Can Tech Help?
Funding, people, startups
21st September 2018

The top 20 countries in the world with the highest maternal mortality rates are in Africa making PPH as a factor in maternal mortality is a very serious problem that requires urgent attention.

Opinion: Why Nigeria’s Tech Ecosystem Shouldn’t Be Built Exclusively With Foreign Capital
Funding, people, startups
21st September 2018

El Dorado will be a tech ecosystem built by international and local investors in a sustainable manner creating win-win scenario for all parties alike.


TechCabal is a Big Cabal Media brand



Copyright © 2018
All rights reserved

Privacy & Terms