US rapper Kanye West is begging fans to subscribe to TIDAL, putting off the sale of his album in the hope more people will stream the much talked about record.
The Life of Pablo is now available to listen to on the streaming service but won't be available to buy until next week.
"Please for all music lovers. Please subscribe to tidal I decided not to sell my album for another week. Please subscribe to tidal," the American singer tweeted.
Fans have not reacted well to West's decision, using Mean Girls and Austin Powers memes to criticise the singer's decision.
"Stop trying to make TIDAL happen! It's not going to happen," Alfredo Murillo tweeted.
"TLOP or do you mean TFLOP," another said.
"HOW `BOUT NO!" Jordie said sharing an Austin Powers' meme criticising the singer.
TIDAL, owned by rapper Jay Z is a subscription based music streaming service that rivals the likes of Apple Music and Spotify but targets listeners who want a higher quality sound.
The service is backed by A-listers including wife Beyonce, Usher, Madonna, Rihanna, Nicki Minaj and Kanye himself.
TIDAL was attacked by fans for its slow and poor service, with many paying for a subscription to the service but failing to retrieve West's album.
"I subscribed to Tidal. I have a receipt saying I have access - but I don't," JB Chaykowsky said.
"Get Tidal's s*** together."