CHER Lloyd has taken the unusual decision to allow her fans to premiere music from her forthcoming album.
The Malvern singer has put the music from Sorry I'm Late, which is due for a Stateside release on Tuesday, May 27 via Epic Records, in the hands of her fans who can showcase it before anybody else.
In conjunction with MTV, one lucky fan as chosen by the star will get the opportunity to unveil a new song and unlock a piece of the 20-year-old's album artwork via their social network accounts.
Cher said: “What I love most about my fans is that they aren’t afraid to be vocal when they want new music from me, so I thought why not let them be the ones to release it."
Fans of the former X Factor finalist can also submit their own videos for the song and the winning entry will be showcased on her official MTV.com artist page.
The winners will also gaining entry to n exclusive Cher Lloyd Live from MTV live stream fan event in New York on album release day.
Cher will showcase a four-part series, entitled Pieces of Cher, via her website in the weeks leading up to the record going on sale - it opens up the doorway to her life and allows fans unprecedented access.
Sorry I'm Late follows her debut album Sticks + Stones which was released in November 2011 and her new single Sirens comes out on Friday, March 14.
She also joins Demi Lovato for the Neon Lights arena tour later this month and has her own headline dates throughout the spring, with an appearance at the Isle of Wight Festival confirmed for Saturday, June 14.
For more information, go to cherlloyd.com.