News - 29/01/2016

Rihanna’s “ANTI” downloaded a million times

Rihanna’s “ANTI” downloaded a million times

Rihanna’s new record “ANTI” has taken the music industry by surprise, first of all because of its sudden release, and second because of its exclusive availability on Tidal. 

The release of the record was sponsored by Samsung, the electronics giant subsidised the download of one million free copies to fans who spent some time on custom-built website Antidiary.com. Those fans received a code that they could exchange for a free download of "ANTI" on Tidal. 

The million copies were exhausted in less than 24 hours, however the album is still available to stream on Tidal and has amassed a record 14 million plays, which is impressive considering the size of the service. 

Rihanna’s latest offering veers away from the radio-friendly bangers that she regularly churned out as part of her yearly release schedule, which started in 2005 and was interrupted in 2012. Reviewers note the absence of killer radio singles, a new approach to songs and a record that better showcases Rihanna’s voice. 

Perhaps this release strategy served to pre-empt a potentially disappointing chart performance (by Rihanna’s standards, anyway) and focus the attention on the record as a whole and on the upcoming tour (which is also sponsored by Samsung). 

In the meantime, the release gives Tidal a much-needed shot in the arm, revitalising interest in the service.

 

(Andrea Leonelli) 

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