What-eva, Sony. I do want I want!

Prince was showing his fans, well anyone, actually, some serious love this Sunday. As you may know, Prince ruffled a few record label exec's feathers by deciding to give away a number of copies of his new album, Planet Earth.

On Sunday, Prince gave nearly three million CDs out with copies of the British newspaper, The Mail. Prince will also give out copies to concert-goers during his 21 London shows next month.

Some retailers have called the act "an insult" to record stores, as it supposedly de-values music to give it out like a leaflet. I love this quote from Paul Quirk, co-chairman of Entertainment Retailers Association, "The Artist formerly known as Prince should know that

with behavior like this, he will soon be the Artist Formerly Available

in Record Stores."

More on Prince's giveaway controversy after the jump!

I have to say, this move is making me pay a lot more attention to Prince than I did when his last album came out - good thinking.

"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 has said in defense of the decision.

The album will go on sale officially July 24 with Prince's label, Sony BMG. Apparently, Prince has a very customized contract with the company, allowing him to get away with such a move. Prince also doesn't have a good record of getting along with record labels, so he's probably not too worried what the guys at Sony are thinking right now.

The New York Times reported that, for the rights to produce and advertise the album, The Mail paid Prince between $500,000 to one million dollars. So more than likely, Prince is making even more money than he did off of his semi-popular album, 3121.

So is Prince a trend-setter? Maybe more musician will start pushing for that option in their contracts now, but I doubt record labels will go quietly.