Less than a month ago, Kanye West was sharing a stage with Jay-Z, Beyonce and other musical luminaries to launch the new music streaming service Tidal.  But the rapper may be cooling his heels on promoting the service via Twitter, ET Online reports.

A visit to Twitter reveals that West has changed his profile picture back to a “My Beautiful Dark Twisted Fantasy” avatar, instead of Tidal’s vibrant blue logo, and removed all mentions of the streaming service on his Twitter page.

In a new cover story for Paper, West threw some lukewarm support to the service, but mostly defended the fifty-shades-of-awkward press conference that launched it from charges of being an Illuminati cover-up.

“I heard a comment — a joke — about the Tidal press conference being an Illuminati moment,” said West. “I’m tired of people pinpointing musicians as the Illuminati. That’s ridiculous. We don’t run anything; we’re celebrities. We’re the face of brands. We have to compromise what we say in lyrics so we don’t lose money on a contract.”

Regardless of West’s feelings about Tidal, it hasn’t made much of a splash since its launch – the service has fallen out of the top 700 on the iPhone apps chart, in stark contrast to rival Spotify, which is enjoying a surge in popularity.

Unlike Spotify, Tidal does not offer a free alternative for its service.

The Twitterverse has been happily poking fun at West’s backpedaling; with users commenting, “So Kanye deleting all his tweets about Tidal means it can die now right?” and “This is exactly how Kanye reacted when he clocked Tidal was flopping,” a reference to comedian Amy Schumer taking a calculated header on the red carpet in front of West and his wife Kim Kardashian at the Time 100 awards.