They're gonna make you love TIDAL. Whether you like it or not.

According to TMZ, TIDAL's subscriptions more than doubled in the wake of the release of Kanye West's exclusive The Life of Pablo. The service jumped from roughly 1 million to 2.5 million in 10 days since TLOP's release.

Reportedly ...Pablo has set a record for streams on the service, which is expecting to make $15 million from these new subscribers. Of course, a lot of subscriptions were for the free 30-day trial, so maybe TIDAL shouldn't count it's chickens before they've hatched. Let's see how many of those new subscribers renew for the paid service before Jay Z and Co. start celebrating the boost from Yeezy.

Kanye has declared that The Life of Pablo won't be released for physical sale, but TMZ is saying that the famously capricious rapper is having a change of heart. There could possibly be a physical release coming after all. An unnamed source to the New York Times has already said that a physical deluxe edition could be on the way, and that The Life of Pablo could be making its way to other streaming services like Spotify and Apple soon.

This week has been full of good news for TIDAL. Rapper T.I. became one of the service's co-owners after signing a distribution deal with Jay Z's Roc Nation.

In the meantime, Kanye has still been tweeting up a storm--most recently the hip-hop star responded to a scathing commentary from rock producer Bob Ezrin. The industry vet, who has worked with acts like Pink Floyd and Lou Reed, dismissed Kanye's legacy as a hip-hop artist as compared to Jay Z, 2Pac and...MC Hammer.

Writing for Bob Lefsetz's industry e-newsletter Lefsetz Letter, Ezrin slammed Kanye's entire career; stating that West's music will fade with time “unlike other creators in his genre like Jay Z, Tupac, Biggie or even MC Hammer.”

"[Kanye did not] open up new avenues of discourse like NWA, or introduce the world to a new art form like Grandmaster Flash, or even meaningfully and memorably address social issues through his music like Marshall [Eminem], Macklemore and Kendrick [Lamar].

“Instead, Kanye’s greatest achievements have been in the form of excessive behaviour, egomaniacal tantrums and tasteless grandstanding,”

Of course, Kanye had a response. Check out his Ezrin tweets below.