The US pop superstar riled Yeezy fans by dropping the album on the 10th anniversary of his mother Donda West’s death last Friday.
The day was then declared Hey Mama Day by some who set up a Facebook page for the event in a bid to encourage fans to stream Kanye’s 2005 hit Hey Mama as a mark of respect.
According to The Ringer, total Spotify streams increased by 70,000 from 23.6 million to 24.3 million over the course of a 24 hour period.
A spokesperson for Swift denied a “correlation” between Reputation’s release and Donda’s death.
“It is standard practice that releases come out on Fridays and we locked in this release date based on other Universal Music Group releases,” they told The Ringer.
“There is no correlation.”
Despite the best efforts of fans, Hey Mama failed to chart on the streaming service, possibly because Spotify does not count multiple repeats.
Kanye and Swift have been embroiled in a lengthy feud following a dispute over a lyric in the rapper’s song Famous.
Kanye claimed he asked Swift for permission to run the line “I made that b**** famous” from his 2016 album Life of Pablo, but Swift denied the claim.
She was branded a snake after Kim Kardashian claimed to have a recording of Swift giving Kanye the OK.
Swift appeared to acknowledge the feud in Look What You Made Me Do – the debut single from Reputation – which featured references to snakes.