Love It Or Hate It: Rihanna 'Anti' Certified Platinum In Less Than 48 Hours

In what is surely one of the more creative marketing plans we’ve seen in years, Rihanna has ushered in a new platinum album to add to her impressive resume with her release of Anti this week.

Despite the album being “leaked” hours earlier, then arriving on Tidal for free streaming, the set managed to move a whopping one million units and is still accumulating sales. Via EW:

In less than two days since its release, Rihanna’s eighth studio album Anti has gone platinum. The Recording Industry Association of America (RIAA), shared the news in a tweet Friday.

After Anti leaked on TIDAL Wednesday night, it became available to purchase on the streaming site. Soon after its release, Rihanna released a promo code, allowing fans to download the collection for free. According to Tidal, it was streamed more than 13 million times in the first 14 hours, and was downloaded more than 1 million times. The record then debuted on iTunes Friday with three additional tracks that also became available on Tidal. The RIAA certified Anti platinum that same day.

Rihanna thanked her fans on Twitter Friday after learning her new album went platinum after less than two days on the market. “THANK U NAVY!!!,” she tweeted. “#ANTI IS PLATINUM!!”