Drake is the biggest thing on Spotify since... Drake. His surprise retail mixtape If You're Reading This It's Too Late was streamed a record-breaking 23.6 million times on the service in just its first four days, according to Spotify.
The previous record for debut-week streams was set by Drake's last album, Nothing Was The Same, which was streamed 15.6 million times in its first week in 2013.
IYRTITL also broke Spotify's single-day streaming record, with 6.8 million streams this past Saturday, Feb 14. The mixtape hit Spotify on Friday morning after spending a few hours Thursday night on iTunes (and, briefly, SoundCloud).
Despite being released with no advance singles and little promo, IYRTITL has been selling quickly, as well. Billboard reports that the project is on track to sell over 500,000 copies in its first week on the charts.
That would make it the biggest debut for a rap album in over a year, since Eminem's The Marshall Mathers LP 2 sold 792,000 copies in its first week in 2013. Nothing Was The Same, released the same year, had a debut total of 658,000 after a more traditional promotional campaign.