Beyoncé's eponymous new album is exclusively available on iTunes, dropping 14 tracks and a whopping 17 videos completely out of the blue, including collaborations with her husband Jay Z, Frank Ocean and Drake.
Eschewing pre-release hype of any kind, the diva's album didn't leak online, wasn't reviewed ahead of release and there were no singles. It's £13 from Apple's music store, with no option to buy any of the songs singly.
"Surprise!" she wrote on Instagram.
"I didn't want to release my music the way I've done it," she said in a press release. "I am bored with that. I feel like I am able to speak directly to my fans. There's so much that gets between the music, the artist and the fans.
"I felt like I didn't want anybody to give the message when my record is coming out. I just want this to come out when it's ready and from me to my fans."
The release was accompanied by a teaser video on Instagram and the first part of a making-of series on Facebook called 'Self-Titled', which means eponymous. Check it out:
The album will be available to buy as a CD or DVD before Christmas, according to the press release, but stores such as Amazon have not yet listed it. Beyoncé's previous albums are available on streaming services like Spotify, but there's no indication when they'll list the new one, or when the videos will appear on YouTube.
What do you think of this drop-the-mic approach to releasing a new record? Do you think it should be more widely available? Is £13 too much? Leave a comment below, or put a ring on our well-liked Facebook page.