Friday, July 10 marks the start of a paradigm shift in the global release schedule for new albums, Billboard reports. The previously-reported change - an eschewing of multiple release dates for each region for one worldwide release date - will affect 45 countries; it comes on behalf of the International Federation of the Phonographic Industry (IFPI), which represents 1300 record companies around the world. To spread the word, they've launched New Music Fridays, a brand awareness campaign, as well as the #NewMusicFridays hashtag.

Friday was selected as the universal date in an attempt to curb piracy, and because weekends are when consumer traffic—in stores and online— are at their peak. IFPI CEO Frances Moore tells Billboard that July was chosen as the starting month for the new system to work out any kinks before the holiday season.

For albums arriving the week of July 10, prior to the starting date, this change will entail either releasing music twice in that week or having a longer gap between the store's/label's former release date and July 10.