LONDON, July 15 (UPI) -- U.S. music icon Prince's hookup with a British newspaper has put his new album, "Planet Earth," in the hands of nearly 3 million people for free.
While the singer's act of philanthropy has angered music retailers and his own label, Sony BMG, the "Purple Rain" singer offered no apologies for his unusual marketing technique, the BBC said Sunday.
"It's direct marketing and I don't have to be in the speculation business of the record industry, which is going through a lot of tumultuous times right now," Prince said.
That stance was echoed by his media partner, The Mail on Sunday. The newspaper's editor, Peter Wright, praised the singer's decision to give the albums away to the newspaper's subscribers this weekend.
"Prince has done this because he makes most of his money these days as a performing artist," Wright said.
"He's got a fantastic series of concerts coming up at the O2 Dome and this is a way of telling people what he's doing."
The BBC said the marketing scheme, which likely cost Prince more than $500,000, has been deemed irresponsible by some in the retail music industry.