Sir Cliff to let fans choose album price
The singer's LP Love...The Album is currently priced at £7.99, but Richard has claimed it could drop to just £3.99 if enough orders are made before the download release date.
Sir Cliff said of the decision: "We either keep one step ahead of the technology which is changing our industry so radically - or we throw up our hands and quit."
All purchasers will pay the same amount for the record, but it has not been confirmed how many orders will be required to bring about the price drop.
EMI Catalogue director Steve Davis said: "We feel this initiative will not only encourage them to download the album but also encourage their friends and peers to do the same because the more they do, the cheaper it becomes."
The new LP, which is due for release next month, features five new recordings, including a cover of Leo Sayer's track 'When I Need You'.