Prince has never been afraid to play by his own rules.

Prince

The artist formerly known as a symbol has inked a deal that will allow UK newspaper Mail on Sunday to give away copies of his new album, Planet Earth in its July 15 issue.

The move has sparked a furor within the music industry, and the UK arm of Sony BMG, parent firm of Columbia Records with which Prince has a deal for the new album, has withdrawn from its deal to distribute the album in shops.

Calling the free album promotion the "most sensational CD giveaway of all time," The Mail on Sunday touted the move on three pages of its edition yesterday and set up a microsite to encourage people to order their copies in advance.

Planet Earth is set to hit international retail stores July 16 and US shops a week later on July 24. The album will also be given away to attendees of Prince's series of 21 concerts at the O2 Arena in London beginning Aug. 1.