Much like Carter's 2013 deal with Samsung surrounding his Magna Carta Holy Grail album, which as a result went platinum off of the business' one million digital copy purchase, Sprint purchased enough copies of 4:44 to allow it to happen once again, and quickly at that.

That listener then must take affirmative steps to acquire the album or song. Alternatively, a business can purchase the album or song and offer it to listeners. A sale counts toward a certification if purchased directly by the customer. Under the program's rules, there needs to be demonstrated consumer demand in the United States, either for an on-demand stream or a sale.

Most album releases take weeks or months to achieve certification, presumably at least partially a function of the time required to conduct the audit. For context, Drake's streaming behemoth Views took about one month to reach its initial platinum milestone.Īccording to a source at the RIAA, it appears that Carter has Sprint to thank for 4:44's swift certification. Given the nature of RIAA's certification audit requirements, the brisk timing of 4:44's platinum plaque-on an extended holiday weekend, no less-indicated another factor at play.

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