Last week Ye, formerly known as Kanye West, announced that his newest album “Donda 2” will be released exclusively on Stem Player, a device owned by his own brand Yeezy Tech that costs around $200.

“Donda 2 will only be available on my own platform, the Stem Player. Not on Apple, Amazon, Spotify, or Youtube. Today artists get just 12% of the money the industry makes. It’s time to free music from this oppressive system,” the announcement stated  on a now–deleted Instagram post made by the rapper.

West, who back in January was announced as one of the headliners for this year’s Coachella Valley Music and Arts Festival, has gained considerable engagement on Instagram by making provocative posts through the app.

The rapper directed most of his attention towards Kim Kardashian’s new boyfriend, Pete Davidson– among many other celebrities mentioned on West’s posts like Kid Cudi and Billie Eilish.

As Kardashian and West are undergoing divorce proceedings, several of the rapper’s now-deleted Instagram posts were directed towards Kardashian. He still referred to her as his wife, while simultaneously creating “a dangerous and scary environment” for her and Davidson, as described by her in a text message shared by Ye on Instagram.

Twitter users and magazines have been declaring their thoughts on the current situation between West, Kardashian and Davidson.

Elle Magazine published an article stating that the media outlets and celebrity tabloids have not properly contextualized West’s doings, as they should be categorized as harassment towards Kardashian.

“Can we be honest and say that what Kanye West is doing is not OK? The things he is doing, while funny, probably are scaring Kim K and her family and are also probably considered harassment. Like Skete (Pete) Davidson once said, being mentally ill is not an excuse to act like a jackass” stated one Twitter user.

Regardless of all the drama that showed West in a bad light, the engagement that the artist has gained during the last couple of weeks is unmatched, with more than 3 million followers on Instagram between Feb. 5 and Feb. 18, according to FollowerStat.com.

Furthermore, Kanye West was trending on Twitter alongside the Super Bowl on Feb. 13.

This exponential growth has positively impacted on West’s businesses.  Ye has sold over 10,000 Stem Players from Feb. 17 to Feb. 19, which translates to over $2 million in profits, as reported by Music Business Worldwide.