Bieber Partners with Lyft on 'Purpose' Promotion

Kevin Mazur/WireImage
Justin Bieber accepts award onstage at the MTV EMA's 2015 at Mediolanum Forum on Oct. 25, 2015 in Milan, Italy.

Justin Bieber is giving his fans on the west coast of the U.S. a chance to buy his new album Purpose a few hours early -- as long as they need to get somewhere.

The pop star, who is currently in the middle of an image overhaul, has partnered with Lyft, an app which lets car owners make money in a similar way to Uber (though Lyft sells itself as a more casual alternative). This Thursday (Nov. 12) a "Bieber mode" will be unlocked in Lyft's app between 9PM PST and 11:59PM PST -- "while supplies last" -- after which, as long as a $5 minimum fare has been paid, riders will be given the option to purchase Purpose for $5. After the purchase, fans will be given $5 off their next Lyft ride.

Bieber's Lyft promotion will count towards his Billboard chart position, since fans are making a separate, opt-in purchase.