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iTunes' Complete My Album is emerging as a marketing tool for labels releasing new albums from their artists. In recent years, releasing an upcoming album's first single for digital download has been common practice. But many believe this takes away from full album sales when the release date comes along. That is where Complete My Album comes in. The premise is to release several singles in a timely fashion before an album's release. Consumers can purchase these singles to give them a better idea of what the rest of the album will sound like, paying the usual 99 cents per song. When the album comes out, they will be offered to pay a reduced price for the rest of the album. In reality, they are paying the same amount, but in smaller installments over time. Lil Wayne's latest album released six singles beforehand, and the Complete My Album sales accounted for 52% of the digital sales on iTunes. Labels are happy this option gives a better chance of consumers purchasing the album after getting the singles. The videogame industry has done similar marketing schemes by releasing demos and screenshots in anticipation of the release date to generate excitement and demand for the final product.