The Kanye West brand appears to be stronger than ever.
According to Billboard, Ye’s second Donda listening party has become the most-watched livestream in Apple Music history, garnering more than 5.4 million views on Aug 5. For comparison, Kanye’s first listening event at Atlanta’s Mercedes-Benz Stadium pulled in 3.3 million viewers on July 23, reportedly setting an Apple Music Global Livestream record at the time. (The previous record-holder was last year’s Jeezy and Gucci Mane Verzuz battle, which received 1.8 million views.)
But perhaps even more impressive than those streaming figures is the amount of money made off the listening party’s official merchandise. Sources tell Billboard that second event racked in an impressive $7 million from in-person merch sales.
That’s the same amount Kanye’s Yeezy x Gap puffer coat reportedly made in one night.
Insiders say Kanye has spent the last several weeks hunkered down at the Mercedes-Benz Stadium while completing the long-awaited Donda album. The project was expected to drop last Friday after Ye decided to make a few changes following the July 23 listening party.
However, he is now expected to release the effort this week—at least, that’s what Apple Music and iTunes indicate.
Donda is expected to span about 24 tracks, with guest appearances by Jay-Z, The Weeknd, Kid Cudi, Travis Scott, Playboi Carti, Jay Electronica, and more.
Kanye and his team have yet to announce another release date.
Stay tuned as more information becomes available.