Prince is due to begin rolling out his latest studio album, 20Ten, beginning July 10, according to a June 29 announcement by Billboard.biz. The catch: the album will only be available as a giveaway with newspapers and magazines across Europe, with no news yet about a wider release plan.
On July 10, UK tabloid newspaper The Daily Mirror and its Scottish equivalent The Daily Record will offer the CD as a giveaway, distributing 2.5 million copies of the album and also running Prince's first British newspaper interview in more than a decade. The same day, the album will be issued with Belgian newspaper Het Nieuwblad.
On July 22, the German Rolling Stone will follow suit, distributing the album and running an interview with the artist.
Prince's 2007 album Planet Earth was initially sold through a similar tactic: To coincide with shows at the London O2 Arena, copies of the CD were given away with the UK's Mail on Sunday newspaper. That album is still not available through regular UK retailers and download sites, reports Billboard.
Additional release deals for 20Ten, including plans for releasing the album in North America, have yet to be announced. The artist has concerts scheduled in Europe from July 4 through 18 in support of the new album.