Sir Cliff Richard plans to cut the price of his new album if enough fans order it ahead of its download release.
Sir Cliff's debut single from the album has already been released
The maximum cost of Love...The Album is £7.99, but the singer says it could drop to £3.99 if there is the demand.
Sir Cliff said: "We either keep one step ahead of the technology which is changing our industry so radically - or we throw up our hands and quit."
But it is not clear how many orders are needed to bring the cost of the album which is due out next month.
However all fans will ultimately pay the same price for the record.
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 record features five new recordings, which will include a cover of Leo Sayer's track When I Need You.
Sir Cliff also recorded a cover of Daniel Bedingfield's If You're Not The One, Air Supply's All Out Of Love, and Ronan Keating's When You Say Nothing At All.
Earlier this month it was announced that the 67-year-old would play London's Wembley Arena for the sixtieth time in his career next year.
The singer, known for hits like Living Doll, will play three nights at the venue as part of his Time Machine tour, celebrating 50 years in music.