Tinie Tempah's debut album "Disc-Overy" (Parlophone/EMI) will be released in a new, hybrid digital-physical format in the U.K. on Oct. 4.
Alongside traditional physical and digital releases, the album will be on sale in the form of a lanyard with a unique download code. Such download cards have been around for a few years, included in vinyl releases as an added incentive to purchase. But EMI claims the Tinie Tempah stand-alone release is a first, certainly in the U.K.
The British rapper - who went to No. 1 in the Official Charts Co listing with his debut single "Pass Out" - shows off the new product on a film on his website. 
In a statement, EMI said promotional lanyards were first developed for his shows and proved popular with fans. Working with EMI's product development resources and research, Parlophone's marketing team worked on the album lanyard. Each code allows "Disc-Overy" to be downloaded once.
EMI said the lanyards will be available through a wide range of retailers, as well as through Tinie Tempah's own official website. The price is £6.99 ($10.87) via online retailers such as Amazon and HMV, which is the same as the price of the album on iTunes. The CD is around £8 ($12.44) via online retailers.
"We live in an age where we are able to obtain music in many different ways and I wanted to create a new, easy, fashionable and exciting way of legally obtaining it," said Tinie Tempah in a statement. "After the huge success of our promotional lanyards, the idea of developing a practical and collectible item which gained access to my album as well as many added extras seemed like a very exciting step forward."
Alex Eden-Smith, Parlophone marketing manager, added: "Due to technological developments and music consumption trends, we know that for the 13-24 target demographic the standard CD is losing its appeal as a physical product.
"We wanted to create an alternative for fans that would sit alongside more traditional formats and expand our commercial reach beyond the conventional music retailers. Tinie's always pushed the boundaries in what he does and put his fans first; we wanted to reflect this in the way we created the product range."