It's official: the internet gets more excited about the latest Kendrick Lamar album than Michael Bublé crooning festive tunes.
The Compton rapper dropped his much-anticipated third LP, To Pimp A Butterfly, online a few days early on Monday and managed to break Spotify streaming records.
Tracks from the Good Kid, MAAD City follow-up mustered 9.6 million streams on the first full day of release.
It is the most in Spotify's seven year history and knocks Michael Bublé’s Christmas, which was extremely popular on the streaming service last Christmas Eve, down into second.
We'd like to think HP Towers on a pre-Paddy's production day accounted for at least half of those listens.
Not bad for a supposed "mistake". Oh, and in case you were wondering, Glasto headliner-in-waiting Kanye West is listening too.

Finally back in the studio… starting my day by listening to Kendrick’s new album!!! Thank you for the music and messaging!!!

— KANYE WEST (@kanyewest) March 16, 2015