The rollout for ANTI last week was a bit botched, though it still ended up a success. The plan was for Rihanna to release a Samsung-related promo code through social media, allowing the first one million fans to redeem the album for free via TIDAL. Unfortunately, TIDAL made the album available the night before the code was released, and it was live on the app for a few HOURS before finally being taken down to release it the way they’d intended.
Some felt this was a publicity stunt – as how could an error keep the album up for THAT long? – but according to Grace Kim, TIDAL‘s Director of Marketing, it was an error indeed.
“Look, we know what happened here, in the sense that unfortunately we still rely on systems, and there was a system error. But I don’t think it hurt it at all.”
“[I was] referring to a system error caused by Universal Music Group. The error was not something TIDAL caused.”
ANTI was released to iTunes one day after the TIDAL/Samsung promo, so the official sales numbers will be available this weekend.