Though the announcement of Kanye West’s “The Life of Pablo” album may seem like old news — it was hyped, rehyped, named and renamed several times leading up to his Madison Square Garden debut of the record at his Yeezy Season 3 presentation during New York Fashion Week in February — the album is just now available to the masses. “The Life of Pablo” is available for purchase on his site, and can be streamed on platforms such as Spotify, Google Play and Apple Music.

This goes against West’s claim that the album would “never never never be on Apple. And it will never be for sale…You can only get it on Tidal.” He also previously claimed sister-in-law Kylie Jenner would never do a line with Puma, competitor of his partner Adidas. Puma announced shortly thereafter it enlisted the youngest Jenner to be the face of its new spring women’s training campaign.

As where all things seem to start these days, the trail to the release began with Kanye West’s Twitter account. On Wednesday, West sent out a flurry of tweets with the lyrics to an ode of self-love from “Pablo,” titled “I Love Kanye.” He followed that up with the news that the album is up for sale on his site — no links to the streaming services, but it is indeed there.

West has something of a track record of creating headlines when beginning promotion for an album. His 2010 album “My Beautiful Dark Twisted Fantasy” was bookended by his VMA denouncement of Taylor Swift, in 2009, and his apology to George W. Bush in 2010 for his statement in 2005 that the president “doesn’t care about black people.” In September 2007, a few days ahead of the release of his album “Graduation,” he made headlines when he claimed he had been sidelined as an opening act for the 2007 MTV VMAs due to his race; Britney Spears was instead the opener.

Now that “Pablo” is here, perhaps West will dial down his social media ranting — though we wouldn’t count on it.