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In what increasingly feels like a well-orchestrated public relations stunt for Tidal, the saga of Kanye West's latest album continued Monday evening with a promise from the rapper that The Life of Pablo will 'never be on Apple.'
"My album will never never never be on Apple," Yeezus wrote on Twitter. "And it will never be for sale... You can only get it on Tidal."
Earlier in the day, West released and then pulled The Life of Pablo from his own website. He then begged his fans to sign up for Tidal, saying Jay Z's streaming service would get a one-week exclusive.
The promo appears to have worked — at least temporarily — as Tidal surged to the top of the iTunes charts.
There's no indication how serious Kanye is about long-term exclusivity, or for that matter whether he has the authority to make that call on his own. Like many of Tidal's other backers, Yeezy has complex distribution and rights arrangements with major labels that make wider availability more likely down the road.