JAY Z released his 13th studio album, 4:44 last Friday on his streaming platform, Tidal. The project was met with rave reviews from fans, critics and fellow artists. The marketing plan for the project is what’s really the story.
JAY released the album in conjunction with Sprint as part of a partnership the company has with Tidal. Also, that night, the entire album played over the iHeart Radio platform. All the streams combined sets up 4:44 to hit the platinum mark. I’m sure the RIAA is heated about handing that plaque over.
This is the second time Hov has pulled off the stunt on his own. The last time was when his MCHG album was released via a collaboation with Samsung. This would be the 2nd time for Tidal delivered platinum numbers for a streaming only album. Kanye West TLOP album streamed exclusively on Tidal. It was awarded a platinum plaque, despite not selling a single physical copy.
4:44 will be added to rival streaming platforms and will be coming to stores soon.