Prince will release his new album, “20Ten,” as a free giveaway with various European newspapers and magazines. In the U.K., Prince has signed up with tabloid newspaper the Daily Mirror and its associated Scottish title the Daily Record for the CD giveaway. More than 2.5 million copies will be distributed on July 10 with the newspapers. The deal will also include Prince’s first British newspaper interview in more than a decade and competitions for European concert tickets. The German edition of Rolling Stone has announced that its August issue, to be published July 22, will include a new Prince album, “20Ten.”
As well as including the “20Ten” CD, the magazine will also carry an interview with Prince, who plays a July 5 concert at Berlin Waldbuhne. It has already published a track-by-track of the album online here in German. The 10-track album will not have a regular release at retail or via download, according to a statement from German Rolling Stone, although it seems likely that this only applies to the German market. Prince’s July 2007 album “Planet Earth” was released as a free cover-mount CD with the Mail on Sunday newspaper in the U.K., to coincide with his London O2 Arena shows. U.K. retailers reacted with fury at the newspaper exclusive, following decades of support for the artist by British record stores. As a result of the Mail on Sunday deal, Columbia declined to distribute the album in the U.K. when it released the album internationally a week or so after the newspaper appeared. Three years on, it is still not being distributed in the U.K. on download stores such as iTunes or with physical retailers. Prince has already agreed another deal for Belgium, where the “20Ten” album will be issued with the Het Nieuwblad newspaper on July 10, the day he performs at the country’s Werchter festival. The newspaper already ran an extensive interview with Prince on June 24.
It remains to be seen whether Prince strikes other European deals with magazines and newspapers, and how he intends to release the album in North America.