
Say what you will about Prince, but the man ain't no fool about self-promotion. Days after receiving a publicity boost at the 2010 BET Awards, the artist formerly known as The Artist Formerly Known As Prince announced the scheme behind his 27th studio album. Much like his 2007 album Planet Earth, the upcoming 20Ten will be included for free with the purchase of select newspapers and magazines. To date, only four publications in Europe have negotiated this arrangement: the German edition of Rolling Stone, England's Daily Mirror, Scotland's Daily Record and Belgium's Het Nieuwsblad. No other physical or digital release plans have been confirmed. The announcement has sparked much conversation in light of the record industry's lukewarm response in 2007 when copies of Planet Earth were only available with copies of the UK-based publication Mail On Sunday.
The new album follows 2009's triple disc effort Lotusflow3er. The 10 announced tracks include 9 new songs and 1 "bonus" track all written and produced by Prince. Guest appearances include longtime collaborator and funk pioneer Maceo Parker, as well as singers Shelby J, Liv Warfield and Elisa Dease.