Chance the Rapper released Coloring Book on May 13, 2016 as an Apple Music exclusive, but after two weeks it’s going to be free for everyone, making it his third album that he hasn’t sold. And if you haven’t heard it yet, I’m begging you to go listen to it. It’s the type of music that you want to drive around with your windows down on a sunny day and blast so everyone can hear the joy and happiness that Chance has in his heart.

By not charging for his album, in a weird way it makes me want to pay to go see him in concert or buy some of his t-shirts or other merchandise online. I don’t know what it is, but I’m more likely to reward him for not selling his albums, mixtapes, or whatever you want to call his latest project by paying for other things.

I love Chance’s music, so I guess it’s fair to say that I might go see him concert or buy a shirt regardless. But I also love Kanye, Kendrick Lamar, and Future. But I’ve never paid to go see them in concert, or even tried to see them.

But it’s different with Chance the Rapper, because I’m actively trying to go see him live, and I don’t know why mentally I have that switch between the two. Sure, Chance isn’t selling his music so I’m not paying for it, but I’m also not paying for any other music that I listen to either.

I think what makes me want to pay for Chance and his music is his refusal to let me pay his music. I think as a culture, Americans don’t like to be told no, even if it actually is something we want. So when he doesn’t let me buy his album, something inside of me says, “Oh yeah? Well I’m going to buy your hoodie, so take that!” Which is such weird thing to actually admit, because when it comes down to it, I’m taking offense to him trying to do something nice for his fan.

From a business standpoint, it really makes a ton of sense of Chance. If there are more people like me who feel the same way about going to his concerts and buying his merchandise, he’s going to make more money. Musicians don’t make any money selling their actual music anymore. There are so many ways to get around paying for music, whether it’s constantly streaming from YouTube or illegal downloads, artists don’t make money from selling music quite like they used to.

Artists make money by touring and selling merchandise. So by getting people like me to pull out a credit card and pay to see them in concert, they’re going to make more money than musicians who don’t get a lot of people to come to their concerts. I don’t go to concerts, but like I have said, I want to go to a Chance the Rapper concert and I’ll buy an overpriced shirt there.

So while I doubt this was all some sort of master plan by Chance the Rapper to make more money, he has come across as a genius with an awesome business plan.