What's Kanye West up to with his Sunday Service?

Since January 2019, Kim Kardashian and Kanye West are hosting 'Sunday Service', private weekly concerts featuring impromptu choral arrangements of West's music. Artists like Kaye Fox, 070 Shake, and Kid Cudi were guests at Sunday Service, and the artists are usually backed up by an impressive choir. The first Sunday Service was on January 6, West and Kardashian have been doing it ever since, there is the religious feel, but it's done by their rules and with West's music at the forefront so it's not really a mass, and it's usually their daughter stealing the show, like this Sunday. Next step for West is - festivity, he's bringing his Sunday Service to Coachella next weekend, on Easter Sunday (CBN). All in all, it's possible the tradition is a partial marketing strategy, a way for West promote his albums and future GOOD Music stars...