When Rihanna and Kanye West released their respective albums and made them Tidal exclusives, we gave the notion a little side eye. It was a clear attempt to rev up subscription and traffic to the streaming service.

Rihanna’s album, Anti stayed exclusively on the site for one week before going to retailers while Kanye’s project, The Life of Pablo is set to remain on the service and not go to digital retailers or outlets. Well now thanks to that careful play by Yeezy, he has just given Tidal a major boost in its subscriber membership. According to TMZ:

Sources connected to Tidal tell TMZ … “The Life of Pablo” and its debut at MSG has already been streamed millions of times in less than two weeks, which is a record for the service. We’re also told subscribers to the app have more than doubled from around 1 million to 2.5 million.

In fact, we’re told the album’s been so successful his team is discussing plans for another release, which may include a physical copy.

Tidal reps have been tight lipped about numbers, but they’ve gotta be happy with this: The new subscribers could eventually add up to at least $15 mil in additional revenue.

Not a bad feather in Yeezy’s cap.

Major win all around for Yeezy, Jay Z and the team! Have you heard the album yet?