Basically you can go to any number of music related websites to find release dates for albums months in advance. Also, radio stations get promo stuff in advance of the albums being "released". And as Cynthetiq pointed out, different media outlets get stuff in advance to "review" it. Another way I've gotten some is at live shows. Sometimes artists will have promo CD's for sale at their concerts before they are released to stores.
There are numerous ways to get this stuff. Sometimes, I take great pride in finding this stuff well before it is released to "the public". A good part of my CD collection is Promo CD's, that sometimes differ from the eventual release.
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