Beyonce's buzzy album "Lemonade" dropped on iTunes on Sunday at midnight following a 24-hour exclusive window on streaming service Tidal.
Beyonce is part owner of Tidal, bought by Jay-Z for $56 million more than a year ago as a competitor to Spotify.
The move to drop "Lemonade" there first was meant to increase awareness for the fledgling business, which onlyhas 3 million users — much less than Spotify's 30 million subscribers and Apple Music's 11 million, the New York Times reports.
By comparison, Kanye West released "The Life of Pablo" on Tidal in an exclusive window that lasted nearly two months. The company claimed to receive 250 million streams in 10 days around the release.
Tidal's 24-hour window was rather brief and it remains to be seen whether the short window was enough time to attract a significant amount of new users.
It had, at least, one fan's eyes rolling:
Glad I didn't rush to sign up for Tidal. https://t.co/6EOvpNJiSC
