Apple has rolled out a new section on iTunes that seeks to lure shoppers to less well-known bands with lower prices, reports Digital Trends.

The new "Next Big Thing" section of the iTunes store offers full albums from smaller artists for $6.99 or less. That breaks Apple's long precedent of songs for $.99 a piece. Most albums are priced at $9.99.

The move, as Digital Trends states, could be Apple's way of giving promotional help to new artists, or a way to encourage album sales instead of purchases of singles. Either way, it comes as record companies like Universal are starting to get more frustrated with Apple's dominance in the digital music market, as well as the power it subsequently has to set terms.