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Kendrick Lamar breaks Spotify record with 'Butterfly'
As we'd previously reported, Kendrick Lamar, did indeed, drop his new album this month with almost no traditional promotional fanfare.
He'd released "i" last year and "The Blacker the Berry" earlier this year. Then, boom, on Monday (March 16) this week, "To Pimp a Butterfly" spread its wings.
It broke the Spotify record for most streams in a day, with 9.6 million.
Then on Tuesday: 9.8 million.
Breaking your own record is en vogue, people.
Expect "Butterfly" to float to the top of the Billboard 200 chart next week.