Prince debuted the cover and title of his new album in the strangest of places – his turtleneck at the BET Awards.

The album, 20Ten, is scheduled to be released on July 22nd as a value add to the German edition of Rolling Stone magazine, as well as England’s Daily Mirror, Scotland’s Daily Record and Belgium’s Het Nieuwsblad on July 10th.

It’s not the first time Prince has utilized this method of distribution.  In 2007, his Planet Earth album was initially released only with copies of England’s Daily Mirror before he struck a deal with Sony to distribute the album worldwide.

As of right now, no plans for a release in the United States have been finalized.  However, it’s rumored that Prince has been in talks with his former record label, Warner Bros, for a distribution deal in the United States.

RELATED: VIDEO: Prince Performs “Purple Rain” For The Very First Time


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