FORTUNE: Commentary

Beyoncé and Jay-Z’s ‘Everything Is Love’ Was Touted as a Tidal Exclusive. So Why Is It Now on iTunes and Spotify?

Beyoncé and Jay-Z caught fans by surprise over the weekend when they released their joint album, Everything Is Love, without any notice.

The nine-track release was initially described as exclusive to Tidal, Jay-Z’s music streaming platform. But on Monday morning, the album suddenly appeared on all the other major streaming services, including iTunes, Google Play, Amazon Music, and Spotify Premium.

So why the sudden change? Marketing, according to veteran music journalist Billy Johnson Jr., who recently launched Los Angeles-based digital marketing firm, Media & Repertoire.

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