via Contagious:

New album The Future is Medieval went on sale on 3 June – with fans heading online to choose 10 tracks from 20 to compile into a download file, replete with customised cover art, which they could then sell for £7.50 via a fan page at kaiserchiefs.com.

Promoting their own bespoke version of the album via email Facebook and Twitter, fans stood to receive a £1 payment each time their album was downloaded.

Promo/stunt video here…